The driving experience of an Audi quattro is so precise and sharp, it can be compared

to carving on skis. But as quattro is not limited to snow – why should carving on skis be?

Together with legendary skier Candide Thovex the limits of skiing were pushed further

than snow. Specially-designed skis were produced and we went to 30 locations in 10 countries. Because as everyone knows: all conditions are perfect conditions.

Audi's aim was to stage their quattro technology in a completely new and fascinating way.

And live up to the global claim "All conditions are perfect conditions". With legendary films

and pieces of communication, the bar was set high. So they collaborated with freestyle ski

legend Candide Thovex. Developed skis that work on every surface. And went around the

world: 14 months, 30 locations, 10 countries. All this was put into a film and spread on social media.

Shortly after "Ski the World" went live, it reached millions of clicks. Until today

it has been viewed over 60 million times on Facebook alone. It reached over 115.000 comments, was shared more than 838.000 times and achieved more than 700.000 likes. On YouTube it reached 2,9 million views, over 2.500 comments and almost 140 million impressions on Twitter. And the best thing about it: All interactions were organic. Instagram views reached over 420.000 and the film lead to a lively discussion about the film, the brand and the star. Almost 50 Audi markets world wide used the film and made it truly global. Hence, a global campaign for local markets was created.

As the definition for the Entertainment Lions states: "The Entertainment Lions celebrate

creativity that turns content into culture". The idea "Ski the world" does exactly that.

Together with legendary skier Candide Thovex, a living proof for Audi quattro and "All conditions are perfect conditions" was created. This also raised a new benchmark for fun sport culture.

Audi has always had a strong connection to sports and especially winter sports. Our target

audience were fun sport fans with an affinity for social media. All views were organic – thanks to the fun character of the video and the subtle role of Audi as a brand. Our media planning involved the owned channels of Audi and Candide Thovex across Facebook, Instagram, YouTube and Twitter to reach the young target group.

The task was to create a global awareness campaign to highlight the

benefits of its legendary all-wheel drive quattro. Audi quattro gives you maximum traction

and driving fun on every surface. Thereby the aim was to bring this insight to life in a new and

entertaining way. And to make it tangible for the whole world by including local aspects.