To promote Volkswagen's Fatigue Sensor we used Brazil's most popular sport: soccer. Whenever a player was worn-out and ready to be subbed off, the fatigue sensor icon appeared over him indicating that the player was tired. Furthermore the commentator added that the player was tired and would be subbed off while the icon followed him across the soccer field. The stunt happened during games of the British FA Cup and Italian Serie A League transmitted to Brazil.
Role: Concept, Art Direction