A holistic view on design has shaped Audi’s legacy and defines their evolution.

With digitalization and user experience becoming a necessity in every domain, Audi is developing design not just through aesthetic elements but by creating immersive experiences which are intuitive, intelligent and a solution provider. To match this we needed to create a campaign that is memorable and strengthens Audi’s position as the leading progressive design-driven brand while driving reach, awareness and engagement for Audi’s participation at Design Miami 2022.

The budget of this campaign was 440.000€.

For Audi’s participation at Design Miami 2022 our mission was to share a vision of what the future of design and premium mobility could look like. In collaboration with digital artist Andrés Reisinger, we introduced Audi's first virtual artwork, inspired by the Audi grandsphere concept. This concept car is Audi’s vision of future premium mobility which is all about experiences – digital, connected, personal. The artwork explores the idea of these experiences by taking you on a journey through spaces that convey a certain feeling of freedom and well-being – much like the car itself. With a physical appearance at Design Miami, it became an immersive experience – beyond social, beyond just digital. With a focus on the design-driven platform Instagram and with more than a single piece of content, we created a socially led multi-channel campaign, a celebration of design and what is possible.

In co-creation with digital artist Andrés Reisinger we designed and created a moving, virtual art piece, that impresses with state-of-the-art 3D technology and a distinctive look & feel - a combination of Reisinger’s iconic “Reisinger PINK” and Audi’s sleek, progressive, but warm and optimistic overall appearance to match the feeling of freedom and well-being. The artwork was not only designed for the digital world, but became an immersive experience through its physical appearance on a huge digital screen at Design Miami. With the physical Audi grandsphere concept in front of it, it became a constant play between virtual and reality. In addition to the artwork, we produced further campaign elements for all digital channels and the physical Audi booth, such as a portrait of the artist himself, a making-of that tells the process and the purpose of the artwork, teasers, sneak peeks, images series, Design Miami events films and stories.

Audi is strongly recognised as a design brand by its community and presents itself as a “designer among designers”. And as design becomes more and more digital, the digital artwork, and the campaign as a whole, positioned Audi as the most progressive premium brand at Design Miami 2022 and beyond, demonstrating Audi’s brand core of “living progress”. The campaign creates an immersive and meaningful experience to purposely connect and engage with our audience.

The campaign resulted in a complete brand takeover. It became an immersive experience on all platforms with a strong and distinctive visuality and color palette as well as a new look and feel that was praised by the audience and global press. The campaign made a bold statement not just on Audi platforms but across the digital world.

The campaign gained 40.3M impressions, 8.3M video views, 5.7M engagements and 98% positive brand sentiment.