BBH’s launch print ad campaign for the new Audi A1 aims to convey the idea that a lot of good stuff has been squeezed into a small package
The campaign line, ‘A Big Idea Condensed’ is expressed using vector illustrations of the style that may be familiar to readers from books such as Neubau Welt and others. Each ad details various high-spec features that are available in what will be the smallest car in the Audi range.
The graphic approach is also an attempt to distance the A1 from the ‘retro’ approach of its small car competitors, the Fiat 500 and the Mini.
CR understands that there are plans to bring the illustrations to life via projection mapping, advertising’s current flavour of the month (see CR October).
The ads were designed and Illustrated in-house at BBH by Mark Reddy and Rich Kennedy while the campaign was conceived by creative team Alex Grieve and Adrian Rossi. Creative directors: Kevin Stark and Nick Kidney.