Creative Director


Audi wanted to make people aware of the latest technology incorporated into its vehicles: the fatigue detection system. This system recognises through the driver’s movements any irregularity that could be due to fatigue. And warns the driver with a sound or vibration alarm.


To achieve this we used the latest technology in communication. An interactive communication for tablets that we inserted into digital publications close to the target’s tastes. While the interactive advert showed people yawning, the camera of the tablet activated and analysed key points of the user’s face. When the yawning was passed onto the user, and they too yawned, the camera interpreted the gesture as a symptom of fatigue and made a sound to alert them so they didn’t fall asleep. In this way it imitated the Audi fatigue detection system.


Tags: Mobile