The following scrip will be part of “Audi, No Apologies,” a very brief illustrative video about the campaign that is currently in the works. For now however, it’s a lot of words for you to read. If you don’t like to read, I might suggest skipping reading and let the work speak for itself, if you have questions, then you can come back and read on.
Go on, check it out.
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You back? So soon? OK, be honest, what did you think? I have admit it though, this is one is one of my favorites campaigns. It would crush me to the core if you didn't like it... Anyway, what did you think?
ABOUT THE CHALLENGE:
This challenge was presented to us at the 2015 One Club Creative Boot Camp by Venables Bell & Partners (VB&P) for Audi.
We were asked to get people talk about Audi with a bold action that “makes it real,” (whatever that means.) An event. An experience. A piece of content (not an ad.)
ABOUT AUDI:
Audi is a luxury automotive brand that unlike its competitors it doesn’t scream pretentiousness. All Audi models are thoughtfully and unapologetically designed for purpose with focus on: aesthetics, engineering, technology, and most of all daily experience.
ABOUT THE IDEA:
When Audi dared to position itself as a luxury car, there were already well-established luxury brands waiting at the top, ready to chew and spit Audit up. However, somehow, Audi made it.
It went from underdog to leader in the luxury automotive industry. Because of this we decided to focus our campaign on going against being told, “you can't” and never be limited to the daily grind.
EVENT 1: NEW YORK FASHION WEEK
INTRO
Taking advantage that Mercedez Benz is stepping down from the NYFW, Audi will acquire and offer a free venue space to up-and-coming designers who couldn't afford a spot at the event otherwise.
The event will be part of the 2016 NYFW – FALL (February) and it will be greatly promoted on social media, magazines and posters throughout the city of New York as well as the largest cities in the US and Europe.
The attendance will be focused on promoting the featured designers. Only fashion bloggers, reporters, designers and celebrities from the business and social media celebrities will be invited.
The fashion show will be streamed live on the social media (Youtube, Facebook, Instagram, Snapchat and Meerkat) as well as on a micro website.
THE EVENT
That’s nice, but that doesn’t say, “We are here and we are defying the norm.”
The surprise will come on the show, which it would go sort of like this:
The lights will go off announcing the show is about to start. The darkness of the venue will be interrupted when the bright headlights of a fleet of 2016 Audi A8 L make an appearance on the runway.
Otto Knows’ song, Million Voices remixed live by David Guetta will start playing accompanying the car while it drives a forward on the end of the runway.
The cars will stop and the doors of all the cars will open. Models will come out of the vehicles and stand for a moment next to the cars.
At first glance, the models are the average beautiful tall runway models, but if one pays attention the attendees will notice they have prosthetic arms or legs exclusively designed by Audi technologies. More models with the same attributes will join on the runway.
With this three things are featured: The car, the clothing and the new Audi prosthetic designs. Reinforcing like this Audis commitment to defy impediments and to challenge the norm, all of this done with class and rebellious attitude.
EVENT 2 : SUNDANCE FESTIVAL
INTRO
During the same month, February, but on the other side of the country, another exclusive (AKA, non-inclusive) event takes place– The Sundance Festival at Park City, Utah.
The Sundance Film Festival is held every year in Park City, or about 25 minutes Southeast of downtown Salt Lake City. It is one of the most exclusive and popular independent film festivals on the planet.
Hordes of celebrities and movie enthusiasts from all over the world come every year to watch films, shop on Main Street, ski, and attend other miscellaneous Sundance events. Because of the diversity of the attendees, Sundance gives brands the opportunity to reach many different desired demographics at once. This event is typically sponsored by Tesla Motors.
Because of its popularity, the Sundance Festival selection of featuring films became more and more discriminatory to the point of favoring big budget independent films.
Also, of all the films shot in America between 2002-2014, only 4.1% had female directors.
How to defy obstacles and challenge the norm at such an exclusive environment? Audi will sort of boycott the Sundance Festival by sponsoring several up-and-coming female directors while the event lasts a mile away from Park City, at Deer Valley.
The event will appear to be part of the 2016 Sundance Festival (also in February) and it will be greatly promoted on social media, magazines and posters throughout Salt Lake city Int’l Airport, SLC and Park City, as well as the largest cities in the US and Europe.
Again, the attendance will be focused on promoting the featured female directors. Only reporters, fellow directors and celebrities from the business and social media celebrities will be invited.
The behind the scenes of the event will be streamed live on the social media (YouTube, Facebook, Instagram, Snapchat and Meerkat). Also, a few of the featured independent films will be made available to stream for free at a micro website.
THE EVENT
How to wow people here? By introducing Audi Drive-in. “What’s that” you ask? Bear with me here: The guests will be invited to get into one of the new Audi models parked strategically on the Audi Drive-in.
The general public can also watch the films by parking on the empty lots used to park for the event. Guests will be enjoying the features of the new 2016 Audi collection while also watching the films for free.
This event will for sure make people talk positively about the brand, creating positive buzz and easily positioning Audi as the unapologetic classy disruptor of the norm.
MANIFESTO
"From a young age, people are told what to do, how to behave and where to go. We learn how to live with some sort of boundaries.
At some point, somehow, we started making up our own unfounded limitations. We limit ourselves to what we think we can do– “I’m not good enough,” “I’m out of his or her league,”“People like me aren’t supposed to do well.”
We invite fear to be in charge of our destiny. We’re afraid of conquering our full potential. We’re afraid to move forward, to try. We’re afraid.
Being afraid is not an acceptable excuse. Even seemingly real limitations should not stop us from ever trying. We can go as far as our mind would lets us.
Dare to test the impossible. Don’t limit your challenges, challenge your limits instead. Dare to take risks. If you fail, if you fall, stand
up and try again.
Make yourself happen. AUDI. No apologies."
AWARDS: Silver at One Club Boot Camp, San Francisco, 2015
CREDIT: CD, AD, COPY: Orlando H. Bogado, AD, COPY: Daisy Serafini, Strategist: Maria Viale, PA: Allie Campos, Copy: John Francis Murillo.
