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Team Will Power

  • Strategy
  • Concept
  • Technology
  • Film
  • UX Design
  • Social Media
  • Media Relations

Together with Renault, we challenged three athletes to steer a Renault KADJAR using only brain power – in an experiment called Team WillPower.

Renault wanted to activate their partnership with En Svensk Klassiker and asked us to help the race participants to elevate their performance to the next level.

Today, Swedish amateur athletes want to train, eat and dress like professionals.

However, there is one thing that amateur athletes still have left to learn from the elite; mental training.

In a new experiment called Team WillPower, Renault challenged three athletes to drive a Renault KADJAR – using only willpower.

After extensive mental focus training, came the ultimate test – to control and steer a car together.

More than 150 million people all over the world were reached.

But most important, we encouraged thousands of En Svensk Klassiker participants to train like professionals – focusing on mental strength, as much as the physical.

360 Campaign

We re-built a Renault KADJAR, making it possible to drive it using only brainpower. The three athletes mental journey was documented in a film, from start to finish – from the series of mental focus exercises with the coach and triathlete Jonas Colting, to the actual experiment where the participants were equipped with emotiv-headsets and the mission to each control their important part; turning right, turning left and accelerating.


When launching, we invited journalists to test drive the re-engineered Renault KADJAR to experience the experiment – at own risk.


We also made four short films with Jonas Colting, where he gave his best mental tips for each of the four races that ESK consists of; skiing, biking, swimming and running – giving ESK participants a chance to take their performance to the next level.

Technology and Tools

To control the car with brainpower, we first needed to build a ‘driver’ that the brainwaves could control.


This mechanical chauffeur needed to be portable and fairly lightweight, so we chose to have it replicate a human by giving it two legs and a hand. The “legs” consisted of two linear servos, one for the accelerator and the other for the brakes. For the “hands”, we used the chain and sprockets from a gokart, connected to a DC servo motor. Each servo is controlled by a Raspberry Pi3 whom are given commands from a server running on a regular laptop.


The EEG headsets which the athletes wear are connected to the server-laptop via bluetooth and are given a specific objective: steer left, steer right or set speed. Each driver then view LED’s mounted on top of the dashboard to see how well they are performing – hence determining if their designated command will be executed.


The entire system is powered by a regular 12V car battery.

Project Statistics


  • More than 150 million people were reached through traditional media, both national and international.
  • 4.5 million Swedes were reached through own social channels
  • 1.6 million views  

The project was highlighted in various media channels such as: Creativity Online, CNETAftonbladet Plus, ELLESportamore MagazineVi Bilägare, Alt om Data.