The centerpiece of the “Ever After” campaign is a 3D and live action animated short. For the story, we revisited the forgotten history of Michèle Mouton’s achievements and struggles as a former Audi driver and the only woman ever to win a rally.

Mimicking the structure of a fairy tale, the piece seeks to empower the drivers of the future, who are now girls, with a story that includes all the classic stereotypes: a maiden, a fairy godmother, a wolf, a pumpkin/carriage, a ball at a palace, a Prince Charming, etc. In “Ever After,” however, we see the story through the imagination of a girl, watching how she transforms it.

Michèle Mouton—who, after 30 years, is once again an Audi ambassador—participated in the campaign to inspire a new generation of drivers.

“Ever After” is a multi-platform content campaign. We created an audience strategy, adapting the message for each type of media and target, taking the message to media and the conversation to the public.

We premiered the trailer on December 13th and two days later we presented the short film in an event with Michéle Mouton and we launched it on social media. To cause a higher impact on media, we created eight different press releases and media kits to build trust and cultivate a relationship with each outlet and its audience: breaking news (in the Christmas context), education, entertainment, automotive, etc.

During the Christmas season, we amplified our reach and engagement with content that solidified the message and redirected the audience to the central piece: a documentary with Michèle Mouton that showed the parallels between both stories and the making of the soundtrack performed by the Budapest Symphony Orchestra.

Audi chose an animated fictional film as its global Christmas campaign. The content has been consumed in more than 40 countries, reaching more than 125 million impacts with its message of equality.

The short has received more than 15 million views. With more than 1 million shares, likes and comments, and an engagement of 40%, the audience response resulted in 95% of the qualitative comments being in favor of the campaign’s message and presentation. Facebook and Youtube achieved big rates of engagement (24% and 39%, 60points above benchmark). Brand sentiment exploded.

Audi’s media presence skyrocketed. The campaign received coverage worldwide, appearing in 200+ media outlets, impacting more than 35 million people, and generating earned media of more than 1 million euros.

We featured in the rankings of the best Christmas campaigns at the national and international levels in generalized media as well as media specializing in advertising.