FOCUS - EUROPE: BBH continues design theme in Audi posters

<p>Bartle Bogle Hegarty is continuing to focus on the design of Audi </p><p>cars with a nationwide poster campaign. </p><p><BR><BR> </p><p>The campaign aims to build on the design theme that has been the </p><p>cornerstone of the Audi campaign since its launch in June this year. </p><p><BR><BR> </p><p>Work for the brand has previously been built around the strapline </p><p>"Audi. </p><p><BR><BR> </p><p>Think about design", with the television commercial "phonebox" and the </p><p>press ads "speakers", "bridge" and "steps" having introduced this </p><p>theme. </p><p><BR><BR> </p><p>The latest posters show provocative design statements in a bid to </p><p>encourage people to re-evaluate their understanding of design. </p><p><BR><BR> </p><p>One executive features the Audi TT Roadster, the other the Audi A6, and </p><p>both link Audi's focus on design with the brand's heritage, which </p><p>evolved alongside the Bauhaus movement of the early 30s. </p><p><BR><BR> </p><p>"Chair" shows the Audi TT Roadster alongside a wooden wall surrounding a </p><p>bank of earth, which stands approximately seven metres high at its </p><p>tallest point. </p><p><BR><BR> </p><p>The wall was designed by Paul Hinkin for a supermarket near the </p><p>Millennium Dome in Greenwich. </p><p><BR><BR> </p><p>The second execution, "Titanic", shows the Audi A6 alongside the Maison </p><p>des Arts university campus building, located in Bordeaux, France, which </p><p>was designed by the architect Massimiliano Fuksas. </p><p><BR><BR> </p><p>The building is covered with oxidized copper and the windows have </p><p>shutters made of the same material, so that when they are shut they seem </p><p>to disappear. </p><p><BR><BR> </p><p>The ads were written by Graham Lakeland and art directed by Richard </p><p>Robinson. </p><p><BR><BR> </p><p>Typography was by Ali Augur and photography was done by Stuart Hall. </p><p><BR><BR> </p><p>Media planning and buying is through MediaCom TMB. </p><p><BR><BR> </p><p>Robinson and Lakeland commented: "The aim is to promote Audi's take on </p><p>design and the balance between form and function." </p><p><BR><BR> </p><p>Locating the text on a wall or the side of a building manages to set a </p><p>context, appearing on good examples of environmental design. </p><p><BR><BR> </p>