Speed defines Bolt. Everyone knows it. But knowing isn’t keeping up. What if Nissan put that to the test? As the official sponsor of Usain Bolt, we challenged the fastest minds on the internet to try and match his record in real time. Right before the 100m finals at Rio 2016, people were invited to send him a message, with one catch: they had just 9.58 seconds to do it. The result turned a world record into a global experience no one could keep up with.

Effie Awards: Gold Launches • Effie Awards: Gold Olympics