FOCUS - EUROPE: BBH continues design theme in Audi posters

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.

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