Audi and Ogilvy Reimagine Alice in Wonderland to Promote Sensory Safety in Driving

May. 07, 2025

Reading and driving have a lot in common. Audi is once again betting on literature and does so in a very special way: with a novel that tests the sensory abilities of its drivers. Maintaining Sharp skills such as attention, reflexes, and wareness of the environment are are key to ensuring safe driving.

A campaign carried out by Ogilvy in Barcelona with which the brand once again highlights the importance of reading.

It is a novel. And it is much more

Alice in Wonderland has been the work selected to make this unprecedented sensory edition. A dreamlike story that plays with logic, perception and the senses and is the ideal context for integrating sensory evidence in a natural way.

For this re-edition, they have created a digital version in which 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, color alteration, contrast and retina.

In these tests, users will have to read texts with decreasing size, recognize sounds at different frequencies or measure their ability to anticipate animated illustrations, among other challenges. A selection of tests for which Audi has had the collaboration of the medical specialist Georgina Lorella Oriol and to which all customers can access through the web. In addition, Audi will launch a limited edition print that can be ordered through the app myAudi&Me.

Another year on the literary path

With this campaign, Audi has been surprising its customers with special actions linked to the literary field, such as Audi Future Books, Extraordinary Reports or Handbook Novels 5 years in a row.

On this occasion, the brand once again demonstrates that the passion for literature and the commitment to safer driving are values that can be perfectly united through creativity and science.