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