During the global Audi Electric pitch, our strategist had written 'Audi is going electric' on a piece of paper and posted it at the top of a black board. I stared at it for weeks and weeks, writing hundreds of campaign lines - some of which would stay up on the board for a few days or a week - only to inevitably end up back on the floor. Finally, I tore everything down and drew a tiny arrow swapping the word 'Audi' with the word 'electric' on that original piece of paper. And with that odd little change of syntax, our global campaign strategy was born.
The manifesto I wrote expressing that strategy was intended just for the pitch, but of course they fell in love with it and decided to air it.
Once we were officially awarded the business, Audi decided to launch the campaign through a massive media buy during NFL games, so I retooled the copy to make the words flow in a new bold title treatment in case viewers were watching without sound.
We created all of the assets for the North American launch; everything from TV to OOH to print to digital to in-store. We then worked with international agencies to transcode the copy for the rest of the world.next prev