The idea was to turn people's snowed-in cars into the medium in order to communicate our message of choosing Quattro. We came up with the idea of snow-graffiti; using street art technique (stencil and spraypaint) to tag the snow. We then went out into the streets of Montreal and sprayed our message on the most snow-covered cars.

Having to react quickly, we developed our tools right away, so that we were ready when the right moment came. We waited for the snowstorm to slow down so that our message could stay until the owners of the cars were put into a situation of having to shovel the snow away.

That way they got our message when it was most impactful.

We photographed the covered cars with our message on them and then shared the photos on the brand’s social media pages. That way, something that was localized and temporary became more permanent and relevant to the whole country.

Being at the mercy of the weather, we were in market for just 1 day. But by bringing Audi into the existing conversation regarding the storm, we were able to generate a total of 77,548 impressions, all with a media spend of $0.