thjnk implements Audi campaign in Russia
Working with the idea “Russia. Land of quattro.”, the Berlin-based agency is launching a major advertising campaign in the country. This central theme is reflected in a vast array of media – starting with a large TV, cinema, billboard, print and online offensive.
The brief was not to create a classic campaign but rather a communication platform for quattro as a core technology. At the heart of the idea: whatever challenges a land presents, quattro overcomes them.
Stefan Schulte had the following to say about the Russian campaign: “The idea of ‘Russia. Land of quattro.’ is a perfect way to describe the country; it’s the largest nation in the world, has pretty much every climatic zone and therefore offers almost any kind of surface you can imagine. The quattro four-wheel-drive system is ideal for meeting these challenges. Had Russia not already existed, Audi probably would have made it just for quattro.”
The 60-second film, which is also available in 30 and 45-second versions, was produced by trigger happy productions and directed by Ralf Schmerberg. Compositing and setting the film to music was the responsibility of industry newcomer Hessestudio, while thjunk berlin and Kai Uwe Gundlach took care of print and outdoor motifs.
Russia is the first market in which the “Land of quattro.” platform, developed by thjnk Berlin, has been implemented. Other markets are now following suit – one example is Germany, where it is being incorporated into a tactical winter campaign and a Web special. The idea is also making its presence felt in other subsections, such as motorsport and winter sports.
The platform will be gradually rolled out over the course of 2013, with, for example, TVCs in Germany, Austria and Switzerland at the start of the year.
The Audi team:
Marketing Director: Norbert Schrofner
Team Leader and ATL Communication Manager: Marina Pereguda
ATL Communication Manager: Anna Zheltova
The thjnk team:
Creative Director: Stefan Schulte; Senior Art Director: Matthias Walter; Art Directors: Sebastian Schmidt, Christian Peters; Copywriter: Siyamak Seyedasgari; Junior Art Directors: Christine Gillmeister, Olivia Nowak-Mattar; Account Director: Hendrik Heine; Account Manager: Nicole Bierwolf; Art Buyer: Susi Kastner-Linke; TV Producer: Susa Ehlers
Production: trigger happy productions Gmbh Berlin; Director: Ralf Schmerberg; Executive Producers: Stephan Vens, Nani Meimeth; Editor: Fabrizio Rossetti
Photographer: Kai-Uwe Gundlach; Post-production: The Scope