Cannes Lions

AUDI City Lights

DDB BRUSSELS, Brussels / AUDI / 2016

Presentation Image
Demo Film
Presentation Image

Overview

Entries

Credits

Overview

Description

At night pedestrians are more vulnerable, certainly in busy city streets.

Therefore we wanted to make it more safe for them to cross the busy streets. The same way the new A4 keeps pedestrians safe with its new Matrix headlights.

We wanted to show what these Matrix headlights could do, however we couldn't use the car. So we installed the headlights in a billboard on a busy crossroad where they would do exactly the same as they would do in real life. To highlight crossing pedestrians keeping both driver and pedestrian safe.

Execution

We integrated the adaptive matrix headlights, a key product feature of the new A4, into a 210m2 billboard on a busy square in the city of Brussels. The lights followed pedestrians and made it more safe for them to cross the busy street below. But it also shows how it could change the way of driving when buying the new Audi A4.

Outcome

1.3 million bypassers saw the billboard in the streets.

The making of video was picked up by newspapers & car blogs from Belgium, to Mexico.

100% of people crossing the street safely made it to the other side.

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