Audi has created a re-edition of Alice in Wonderland that hides sensory tests to evaluate and improve driving abilities. The idea by Ogilvy Barcelona transforms the classic novel into an interactive experience, where readers can test their visual acuity, auditory capacity, reflexes, and other essential skills for safe driving.
Alice in Wonderland was chosen because it is a dreamlike story that plays with logic, perception and the senses and is the ideal context for integrating sensory evidence in a natural way. In the re-edition, the text of the original novel is complemented with 10 psychotechnical tests: visual acuity, perceptual-motor capacity, visual field, auditory capacity, stereoscopic vision, auditory threshold, attention, colour alteration, contrast and retina.
Users will have to read texts with decreasing size, recognise sounds at different frequencies or measure their ability to anticipate animated illustrations, among other challenges. The tests were created with medical specialist, Georgina Lorella Oriol and the project, made possible through a strategic collaboration with Penguin Random House, highlights the importance of periodically reviewing sensory capabilities to ensure safe and responsible driving. Users can access the interactive digital version at https://www.aliciaenelpaisdelasmaravillasbyaudi.es/. In addition, Audi will launch a limited printed edition that will be available through the myAudi&Me app.
The Alice in Wonderland initiative marks the fifth consecutive year that Audi has surprised its customers with innovative literary projects, such as Audi Future Books, Extraordinary Reports, and Handbook Novels.
Credits:
Creative Agency: Ogilvy
Chief Creative Officer: Roberto Fara
Executive Creative Directors: Noelia Fernández, Tomas O’Gorman
Creative Director: Fran Arguijo
Art Directors: Nico Farina, Nuria Pujol
Copywriters: Willy Gutiérrez, Lander Ugalde
Account Director: Andrea Palacios
Account Executives: Sara Farrés, Adriana Tomas
Tech Lead: Ismael Luque
Web Developer: JL Pérez
UX/UI Designer: Gabriel Pangua
Production: Arantxa López, Lídia Alcántara, Jordi Roca
Comms: Christian Martínez, Annais Soriano, Laura Cuenca
Global Chief Creative Officer: Liz Taylor
Client: Audi
CRM & BI Senior Manager Audi: Emma Castells
Audi Loyalty Sales Specialist: Alba Lara
