All legends have their adventures immortalised in some form, and the new Q7 should be no different. So we created a series of hand-illustrated and animated vignettes, each one depicting a mythical story involving the Q7 and revolving around a different product truth. As well as creating individual scenes, these were also all able to be interconnected to create a single, seamless execution.

A100-second animated video complete with SFX, panning through the interconnected legendary world of the new Q7’s product stories. All of these were created in conjunction with the illustrator Will Sweeney, who racked up close 500 hours of work painstakingly drawing by hand the intricate artwork.

The Q7 campaign had two main aims; to improve desirability and drive 2,800 model sales. It succeeded in both. There was an increase in both brand desirability and model desirability over the campaign period, and it drove more leads than expected, and exceeded its overall sales targets by 132 orders. The digital part of the campaign was particularly successful, with exceeding targets by over 200% and having an interaction rate of 19% vs an industry average of 2%.