Antoine DBF

Peugeot invites you to keep your eyes wide open…

While the average person blinks around 8 times a minute, Formula 1 racers are trained to blink as little as possible, because at average speeds of 300 km/h, the merest eyelid flutter would mean that you’d be driving blind for several meters at a stretch. 

On 29 April 2023, Peugeot will be making its eagerly-anticipated return to TotalEnergies 6 Hours ofSpa-Francorchamps with the dazzling Peugeot 9X8 – a four-wheel drive, hybrid hypercar with a stand-out design, that catches the eye at once due to its lack of a rear wing.

To mark the return of Peugeot to the FIA World Endurance Championship (WEC), DDB Brussels has developed a game for Peugeot Belux which allows you to experience what it feels like to be a professional racing driver. The challenge? To get behind the wheel of the 9X8 and concentrate on the racing circuit for as long as possible, without blinking.

The application, which was developed by the Belgian advertising agency, uses facial recognition technology to detect even the merest hint of a blink with extreme precision. The 100% local campaign was developed exclusively to celebrate the appearance of thePeugeot 9X8 on the famous Belgian racing track.

What about you? How long do you think you can go without blinking? Take the challenge on www.peugeot9x8-challenge.be

Client:Peugeot

CD: KwintDe Meyer

Creation / Art direction : Antoine de Bellefroid

Strategy: Coline Ledroit

Account Management: Asma Afailal & Thomas Koltsidas

Design: Glenn Vanhasselt

Production: Laura Paulus, Jaimy Vanaken, KenKools, Jonathan Bex, Nicky Lauwerijssen, Olivier Berger, Jeroen Govaert,Gunther Sijmens and Diederik van Remoortere