Category: Interactive Craft Award

Audi A5. A Rhythm of Lines Campaign

The brief

Potential A5 drivers are style conscious, creatively minded and hard to pin down.

How did we grab their attention? By appealing to their design sensibilities and flattering their creative ambitions at home and in Audi Centres.

Our meticulous design and programming made this the first commercially produced project to utilize the Papervision 3D engine, and then combine this with the Wii-Flash API. From the motion activated soundtrack to the beautifully designed pace and choreography, we have crafted a unique and memorable brand engagement.

Our team also wrote the 3D drawing tool from scratch and the renderer that turned 3D data into 2D PDFs for printing - these high quality prints are sent to the creators of the best designs.

The work

The microsite	Interact and Create
The installation	See it in action
The limited edition print	How it looks
Expandable banner 1	Watch and rollover
Expandable banner 2	Watch and rollover
Email invitation	Read the invitation

The results

The site has generated a great deal of chatter on blogs and forums within the creative community, achieving a key strategic objective.

By creating a cutting edge, bold site that was focused on interaction and brand immersion we grabbed the attention of a new audience, an audience who are beyond the reaches of traditional marketing and are key influencers within their wider networks.

Within the first week of the campaign unique visitors stood at 70,000 with 10% going on to create their own gallery. The audience is spending longer with our rhythm of lines campaign than it is possible to with traditional media.