Concept for an AR racing competition
Cheng CongFu wants the Chinese kids to follow his lead and be as – or even more – successfull in the motor racing world dominated by non-Chinese. Audi and Cheng create a totally new way to educate young racedrivers and give them a reason to literally overtake him.
Cheng drives a lap with a special kart on a racing track that measures every detail of his lap (speed, position). Afterwards we transfer the data to a special racing helmet with AR technology developed by Audi engineers.
When wearing this helment, young talents can now follow his ideal racing line and his avatar-pacemaker, displayed in the visor the same way as in google glass. With this invention we are recruiting the next generation of firsts to surpass their idol Cheng Cong Fu. The Top10 drivers will be selected for an Audi racing-event.
Creatives: Florian Schneider, Mario Zaradic
Agency: BBH Shanghai