Cannes Lions

AUDI QUATTRO

KEMPERTRAUTMANN, Hamburg / AUDI / 2011

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Overview

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Credits

Overview

Description

No other technology has made such a lasting impression on the Audi brand as Quattro and its symbol, the gecko. Recent studies, however, show that Quattro is only marginally better known than competitors’ four-wheel drive systems. That’s why it was essential to develop a print campaign that clearly illustrated how the latest generation of Quattro works and how it can benefit the customer – with a simple and striking analogy.

Execution

Created entirely in 3D graphics, it smoothly moves in films on TV and online to draw on a simple and striking analogy to demonstrate the superiority of the new Quattro, focusing on its intelligent combination of mechanics and electronics.

Outcome

The new Audi HIGH-TECH GECKO successfully anchors the advantages of the latest generation of Quattro in people’s minds, therefore re-establishing people’s perception of it as a cutting-edge and leading four-wheel drive system.

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