thjnk Berlin and Audi Germany celebrate the Q in the Q models.

Whatever challenges everyday life throws your way – in the city, in the countryside, on or off the road – with one of the Audi Q models, you’re ready for anything.

Using the slogan “Wo ein Q ist, ist auch ein Weg” (where there’s a Q, there’s a way) , Audi is promoting its entire SUV stable for the first time and playfully spotlighting the Q3, Q5 and Q7 models in their natural everyday environment.

Jason Lusty, Head of Marketing Germany at AUDI AG, comments, “We are positioning our Q models in the growing market for SUVs through their product benefits and progressive mindset.”

“We are delighted to have found a creative solution that grew organically out of the product itself: only a Q can Q,” says Stefan Schulte, Managing Director Creation at thjnk Berlin.

Nico Beyer directed the TV commercial; production was handled by Cobblestone, Berlin. The music is by Kanye West. Uwe Düttmann shot the print motifs. The campaign is now running in the premium environments of high-coverage TV networks as well as digital channels. In addition, it is featured in selected out-of-home advertising as well as ads in general and specialised publications. Further activities and collaboration projects, e.g. with photography community Eye Em, are in the pipeline.

The full commercial can be viewed here

Responsible on the client side: Head of Marketing Germany: Jason Lusty Head of Marketing Communications Germany: Silke Miksche Project Manager: Stephanie Köpcke

Responsible on the agency side: Managing Directors Creation: Stefan Schulte, Sebastian Hardieck Creative Directors: Siyamak Jung, Matthias Kapteyn Creative Art: Anika Zanter, Claudia Kuprat, Susanne Gooß, Anne Walde Creative Text: Marc Bieri, Stefan Ott Creative Consultant: Sean Kirby Managing Director Consulting: Hendrik Heine Account Director: Nicole Bierwolf Account Managers: Dominik Schäfer, Antonia Nooke

Responsible on the production side: Film production: Cobblestone, Berlin Director: Nico Beyer Photographer: Uwe Düttmann