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Attack Mode

Award: Wood Pencil

Wood Pencil / Design Transformation / Digital Transformation / 2020

Iris created a new race feature that keeps Formula E (the global electric street series) exciting and unpredictable. Attack Mode is an FIA-approved innovation that enhances the fan spectacle by engineering jeopardy into Formula E races.

What did the judges have to say?

There’s this fundamental concept of esports inspiring real sports in order to attract a younger audience and in this case it’s so uniquely on brand to do this because of the digital nature of the sport itself.

Billy Seabrook, Global Chief Executive officer, IBM iX

Are you credited on this winning entry?

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