PROGRESS ON POWELL STREET by Venables Bell & Partners for Audi

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PROGRESS ON POWELL STREET

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Industry Cars
Media Design & Branding, Case study
Market United States
Agency Venables Bell & Partners
Executive Creative Director Paul Venables, Will Mcginness Venables Bell
Creative Director Erich Pfeifer
Art Director Byron Del Rosario, Matt Miller
Copywriter Matt Keats
Designer Walter Hood
Released June 2012

Awards

Cannes Lions 2012
Design Lions Public Spaces Bronze

Credits & Description

Type of entry: Environmental Design
Category: Public Spaces
Advertiser: AUDI OF AMERICA
Product/Service: A7
Agency: VENABLES BELL & PARTNERS San Francisco, USA
Advertiser AUDI OF AMERICA
Product A7
Entrant VENABLES BELL & PARTNERS San Francisco, USA
Type of Entry: Environmental Design
Category: Public Spaces
Title: PROGRESS ON POWELL STREET
Advertiser/Client: AUDI OF AMERICA
Product/Service: A7
Entrant Company: VENABLES BELL & PARTNERS San Francisco, USA
DM/Advertising Agency: VENABLES BELL & PARTNERS San Francisco, USA
2nd DM/Advertising Agency: HOOD DESIGN San Francisco, USA

Executive Creative Director: Paul Venables (Venables Bell & Partners)
Executive Creative Director: Will Mcginness (Venables Bell & Partners)
Creative Director: Erich Pfeifer (Venables Bell & Partners)
Art Director: Byron Del Rosario (Venables Bell & Partners)
Art Director: Matt Miller (Venables Bell & Partners)
Copywriter: Matt Keats (Venables Bell & Partners)
Designer: Walter Hood (Hood Studio)

Brief Explanation
Sportbacks don’t exactly fit the 'back to basic' mindset that has been championed in the face of the current economic climate. While the last 5 years have seen Audi make huge strides in the US, Audi has not yet had significant success with its higher-ticket models.

Our objectives were threefold: first, create buzz and attention for the new A7 – specifically through press and social media chatter. Second, create a viable challenger vehicle in the segment. Third, we wanted the A7 to act as a halo for Audi, and chip away at the purchasing hesitation around the brand overall.

Describe the brief from the client
The assignment: launch a brand new, jaw-dropping European luxury sportback from a white-hot auto brand. However - that jaw-dropping luxury sportback was the Audi A7, with an average price tag around $15K more than the average American consumer prefers to spend on this type of vehicle.




Describe the creative solution to the brief/objective.



Our message: the design of the A7 is bold enough to inspire the world around it. We went into the world and created something boldly influenced by the Audi A7. We partnered with the City of San Francisco to transform 2 of the most popular blocks downtown, creating a better and bolder pedestrian experience. The Audi Design Project: Progress on Powell Street was an innovative urban renewal campaign, led by renowned designer Walter Hood, who drew his inspiration from the A7.




Describe the results in as much detail as possible.



All 3 of our client objectives were bested; online conversations about the Audi A7 jumped 200% during the campaign, the A7’s no.1 luxury vehicle challenger was ousted as category leader since the A7’s launch in the US market, and downtown San Francisco received a bold, beautifully-designed place to gather, leaving Audi with an elevated public opinion.