When we won the Audi business three years ago, it was at a pivotal time for the automaker. They had recovered from a disastrous run in the U.S., but had not really challenged Mercedes or BMW (or even Lexus) in the market, in part because they lacked an identity. The first real objective was to help them craft one—something based on design, and on boldness and innovation. By telling the Audi story in a way and a style that matched what they wanted to convey as a brand, buyers would have something to identify with—and a way to distinguish Audi from the competition.

Provocation. Our creative team thought about all the ways that luxury has become cliché. Beautiful sheet metal. High-end architecture. Well-groomed lifestyle. We wanted to show the truth—what made Audi different and iconic. So we used the concept of terroir, the idea that a product’s character is infused with the qualities of its natural environment (in this case, Germany), to help describe why Audi is the way it is. We demonstrated this truth in untraditional ways, telling our story in some cases dramatically, in some abstractly, and in some cases in the most provocative way possible. Ultimately, our brand brochure was designed to tell the luxury car market that they’ve been staid for much too long.

Audi has broken its monthly sales records in the U.S. every month since we’ve been engaged with the brand. It’s the cars, of course, but it’s also the brand. How they stand out, what they stand for, and what prospective owners want to stand with. Our brand brochure and our other communications have helped narrate the Audi story, something the public never knew much about. Testing has shown that our communications have helped them differentiate Audi from “traditional” luxury and embrace the brassy newcomer.