Skoda "fight for attention" by 18 Feet & Rising

Skoda’s new digital campaign uses eye-tracking technology to measure which new Fabia model most tickles your fancy. 18 Feet & Rising created a 90-second online film that features two versions of the car racing through a number of locations, side by side. Using the camera in people’s screens, Skoda can track their eye movements and determine which of the two Fabias they focus on. This is the first campaign for Skoda by 18 Feet & Rising since the agency lost a pan-European pitch for the brand’s advertising but won a place on its roster in 2014. The work was created by Behrad Taherparvar and Oli O’Neill, and directed by David Chvátal through Zoomfilms. B-Reel handled technology. The next part of the campaign, due to launch later this month, will enable online users to create their own films using an inbuilt editing platform.

To view the interactive film, visit: www.fightforattention.com