Audi came to us looking for a campaign to promote their sponsorship of the Hamilton Island Race Week, a yacht race over the Spring months off the coast of Queensland.

I went to work searching for a way to connect Audi to the race in a meaningful, authentic way. High tech cars and yacht racing don’t have much in common except very rich people… or so it seemed.

New Audi car models were about to arrive in Australia at the time and had cutting edge technology, including one patented feature called Audi Pre-Sense. It was an AI driven sensor which could detect and predict a collision before it happened and thus make an evasive move before a human could even react. Using speed and trajectory, it was able to calculate this in real time with its onboard CPU.

In addition, it turns out the Hamilton Race is constantly stopped when a mother and calf humpback whale passes through the strait, after all its right on the annual migration time. Eureka.

Using Audi’s algorithm of Pre-Sense, we create Audi Whale-Sense. Keeping the race going and the whales safe, yacht teams are directed away from the whales path when there is an imminent collision detected with the use of drone pilots and a ground team. We create a short video on the achievement, an emotional story as Audi’s technology enables a better world for humans and nature to coexist.

This was apart of a greater pitch, turns out Audi never awarded a winner, so this was never made.

Client: Audi

Agency: We Are Social

Role: Creative concept