Agency: DDB


Peugeot and DDB Brussels invite you to keep your eyes wide open…

While the average person blinks around 8 times a minute, race drivers 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 metres at a stretch.

On 29 April 2023, Peugeot will be making its eagerly-anticipated return to TotalEnergies 6 Hours of Spa-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 the Peugeot 9X8 on the famous Belgian racing track.

What about you? How long do you think you can go without blinking? Take the challenge on

This professional campaign titled 'ALL EYES ON TRACK' was published in Belgium in April, 2023. It was created for the brand: Peugeot, by ad agency: DDB. This Digital, Experiential, and Film media campaign is related to the Automotive industry and contains 2 media assets. It was submitted about 1 year ago.


Advertising Agency: DDB Brussels
Client: Peugeot
Client Contact: An Brees, Kathy Marcelis and Isabelle Terpougoff
CD: Kwint De Meyer
Creation: Antoine de Bellefroid
Strategy: Coline Ledroit
Account Management: Asma Afailal & Thomas Koltsidas
Design: Glenn Vanhasselt
Production: Laura Paulus, Jaimy Vanaken, Ken Kools, Jonathan Bex, Nicky Lauwerijssen, Olivier Berger, Jeroen Govaert, Gunther Sijmens and Diederik van Remoortere  


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.