Audi wanted to raise awareness in the US about the importance of its domination of the world’s most demanding and grueling race: 24 Heures du Mans. 

As part of a new business pitch, I came up with the concept “Do You Have the Spirit That Drives Us” – an online gamified competition culminating with finalists in a live experience showing if they have the endurance and enthusiasm to cheer on Audi for the full 24 hour race. The winner would be flown to Le Mans and join the team and share a behind the scenes look to fans all over the world.