The INFINITI Q30, QX30 and Q50 feature Intelligent All-Wheel Drive – a system that reacts and adapts to changing situations. But technical specs don't make hearts race or demonstrate real-world capability.

What if we found people who embody those exact qualities?

We followed ultra-triathlon athletes in training – swimming, cycling and running across brutally tough terrain with no support. These athletes are dedicated, self-sufficient, and ready for anything, just like INFINITI's All-Wheel Drive system. We headed to the French Alps (very pretty & very cold) to create an integrated campaign across the UK, France, Italy and Germany, drawing parallels between human resilience and automotive intelligence.

Results > 13% more qualified web visits > 46% increase for car configurations started > 182% increase in test drives > 39% increase in directly attributable sales