The new Audi Q7 is the first 3rd generation premium SUV. The car sets new standards in this segment with its 4 defining characteristics: design, performance, luxury, and individuality. The campaign had to create awareness and anticipation around the Q7 launch and generate leads for dealer follow up.

Under the brand idea of "discover your own adventure," the integrated campaign was designed as a broad societal project of a philosophical & intellectual nature to redefine the meaning of adventure. 16 Chinese celebrities stated their personal adventures in the fields of design, performance, luxury and individualism.