2016-2017 戛纳狮 - 网络类 - 金奖 THE ENTER SANDBOX VR EXPERIENCE AUDI | POL | 2017 Cyber - A04 Cars & Automotive Products & Services Synopsis Championed by its Vorsprunch dürch Technik slogan, Audi is known as one of the car industry’s most innovative brands. In Norway, however, Audi’s leading position was challenged by brands such as BMW, Mercedes and Volvo.To show that Audi’s technological edge is not just in their cars but in the brand’s DNA, Audi wanted its new campaign to reflect their commitment to technology. For the introduction of the Audi Q5, the brief was to give Audi dealers something truly cool and innovative that would spark people’s excitement for Audi in a way that would reach far beyond the dealership through social and PR. Strategy To actualize Audi’s ambition of making technological innovation part and parcel of the communication itself, the idea emerged to combine the traditional product demonstration of a test drive with the new and exciting possibilities offered by VR.The experience itself is based on a powerful nostalgic premise that unlocks the inner-child in all of us: Wouldn’t it be amazing if you could drive a car around the sand tracks you used to make as a kid?To make this into an experience the whole country could get excited about, we had to achieve two things: 1) the installation had to be transportable so it could travel around Norway 2) and the experience itself had to be shareable in the form of a video so that more people could share in the excitement. Execution Enter Sandbox was designed as a traveling in-store installation with a transportable 400-kilo sandbox from which participants can create their own test-drive environment.The physical sandbox is scanned in 3D based on 200,000 measure points, using a Kinect camera and a HTC Vive Lighthouse tracking system.To capture the sandbox at such detail, the sandbox is bombarded with bursts of infrared light tha