The campaign for the Audi open sky system was inspired by the Caspar David Friedrich exhibition at the Kunsthalle in Hamburg. We “extended” several of the artist’s renowned landscape paintings upwards by placing them below another similarly framed painting that complements the original. By doing so, we demonstrated the virtue of the Audi open sky system: the chance to discover more. Each additional painting included a surprising element suitable to the picture’s subject matter – for example a tree house, a hot-air balloon, or fireworks.

The dual-pane Open Sky roof system features a power front pane that opens back to the fixed rear glass, offering a panoramic view for driver and both front and back passengers in the A3. Our approach was to communicate with the modern lifestyle and educated audience as a main target group for the Audi A3 via art-exhibitions. We used the historic renowned paintings of Caspar David Friedrich and extended each of them with another painting placed above them, to give a larger view beyond the actual painting and to make clear the benefit of the product itself. People visiting the exhibition were quite puzzled first, but getting closer they distinguished between the real and the unreal paintings. We placed brochures for the Open Sky System next to the paintings in a display which had to be refilled regularly.