In 2006, Audi went through a difficult period: it ceased making the A3, its best-selling model, locally and began to import a new version which cost twice as much. Challenge: how to position the A3 Sportback at a higher level of quality and to justify its new price.The A3 public is an avid consumer of the most advanced technology, which is the main value of the brand. With this in mind that we created a project which was essentially technological, unique in its conception, execution, and promotion – a perfect translation of Audi’s “vorsprung” attitude (advance by technology).

The concept created for the release of the car was “The rebirth of the Audi A3.” In order to illustrate this we brought in two robots from Germany, which were programmed to sculpt a block of resin into a perfect replica of the new model. The robots were placed on a stand in a high-traffic area of Sao Paulo, and for 10 days the public watched the rebirth of the Audi A3 through technology.