AUDI GLOBAL
E-TRON LAUNCH
The automotive world is undergoing the most radical change since the horse and buggy. The evolution to electric is inevitable. Which made the launch of the Audi e-tron the most important car launch in company history. In 2019, we set out to fire the brand’s opening salvo into this new era by showing that when you inject electric with the soul of an Audi it is forever changed. We took on all the electric doubters and naysayers, and let them know that ELECTRIC HAS GONE AUDI.
If the Audi engineers in Germany didn’t already put the e-tron through it’s paces, we certainly finished the job. Unfortunately we discovered days before the global premier on the Emmy’s that we were legally forbidden from revealing the actual car. Somehow we managed to “fix-it-in-the-edit” and wound up with a teaser that we actually liked better than the original concept.
The automotive world is changing, and gas stations will have to follow suit. To celebrate the global e-tron launch, we re-imagined the service station for the electric future. It ran completely on social currency. The more you posted on social media,
the more you could access. Right down to the snacks, which were also re-imagined thanks to a curated convenience store menu from renowned SF chef’s Stuart Brioza and Nicole Krasinksi of State Bird Provisions and The Progress.
