DIGITAL
Remember the fun you had playing with your toy cars, making car sounds as you transformed any surface into a racetrack? Well, we brought back the childhood fun of making car sounds, but this time, we brought it into the 21st century. Using a first-of-its-kind Artificial Intelligence (AI) brain, you could record yourself making car sounds for 10-seconds; then, the AI brain would pull corresponding clips of Golf R footage, collating and creating your own Volkswagen Golf R video, perfectly matching the sounds you made with the movement of the car on the track.
The result was a whole hell of a lot of fun. Not to mention a ton of PR, a bunch of awards, and a lot of buzzwords being tossed around the industry — like impressions. Whatever those are.
Here's the teaser spot with none other than the King of Sound Effects himself, Mr. Police Academy, Michael Winslow.
The Case Study:
Pro driver Tanner Foust even got in on the action.
The Trophy Case
Volkswagen "Unleash your Rrrr"
Winner, Webby Awards (Best Use of Online Media)
Silver, Andy Awards (Digital)
Bronze, One Show (Branded Entertainment)
Gold, The A-List Awards Hollywood (Interactive)
Nominated, Cutting Edge Project of the Year, FWA/Adobe
Cutting Edge Project of the Week, FWA/Adobe
Site Of The Day Award, FWA
Top 5 of the week, Creativity
Best Interactive of the week, BestadsonTV.com
Top 5 of the week, Fast Company
Editor’s pick, Creativity X 2
Featured, Google Creative Sandbox