PROBLEM
Most Australian supercar enthusiasts have never driven one. They know that the Audi R8 has a top speed of 330km/h, but they can’t imagine it. They can’t feel it. We needed to bring this speed to life.

SOLUTION
The Audi R8 is so incredibly fast that if you blink, you’ll miss it. Literally. The average blink duration is 334 milliseconds, in which time the R8 travels 31 metres.

We turned blinks into a ‘personal unit of velocity’, covertly tracking the viewer’s blinking while they watched the R8 race across a 1000m straight. With every blink, they missed more and more of the race: 194m on average.

After the big reveal we replayed the viewer's missed metres in slow-motion, giving them enough time to appreciate every detail of the sublime R8.

The R8 Blink experience had an average dwell time of 8.16 minutes (not including when the viewer’s eyes were closed) and directly generated a 390% return on campaign investment in the first month alone.