Audi Design & Branding AUDI COURAGE, ENTHUSIASM, PASSION by Philipp Und Keuntje

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Industry Cars
Media Design & Branding
Market Germany
Agency Philipp Und Keuntje
Designer S. Sorgatz, K. Langewender
Photographer Eberhard Sauer, Jan Steinhilber, Stefan Richter, Olaf Hauschulz, Henning Bock, Benjamin Ochs, Ralph Richter, Studio Kai-Uwe Gundlach, Lars Borges, Frank Kayser, Stefan Warter, Wim Van Egmond, Holger Wild, Burkhard Schittny, Johann C. Cohrs, Paul Tearle, John Shafer, John Lindwood, Karl E. Deckart, Sven Simon
Released September 2009

Credits & Description

Category: Books
Advertiser: AUDI
Product/Service: AUDI
Date of First Appearance: Sep 17 2009 12:00AM
Entrant Company: PHILIPP UND KEUNTJE, Hamburg, GERMANY
Creative Directors: Rouven Steinke/Robert Müller (Philipp und Keuntje Gmbh)
Art Directors: Gritt Pfefferkorn/Axel Kippenberg (Philipp und Keuntje Gmbh)
Designer: S. Sorgatz/K. Langewender (Philipp und Keuntje Gmbh)
Copywriters: D. Hoffmann/E. Bartina Y Manns/A. Gröner (Philipp und Keuntje Gmbh)
Account: Andreas Bilgeri/Julia Rüsken (Philipp und Keuntje Gmbh)
Production: Romey Und Malottky Gmbh (Romey und Malottky Gmbh)
Illustration: Sascha Bierl/Martin Müller
Photographer: Stefan Warter
Photographer: Ralph Richter
Photographer: Olaf Hauschulz
Photographer: Holger Wild
Photographer: Stefan Richter
Photographer: Johann C. Cohrs
Photographer: Paul Tearle/Eberhard Sauer
Photographer: John Shafer/Burkhard Schittny
Photographer: John Lindwood/Wim Van Egmond
Photographer: Lars Borges/Henning Bock
Photographer: Frank Kayser/Karl E. Deckart
Photographer: Sven Simon/Kai Uwe Gundlach
Photographer: Jan Steinhilber/Benjamin Ochs
Media placement: Brand Book - IAA (International Motorshow) - 17.09.2009

Describe the challenges and key objectives
To make it just as fascinating as Audi cars are themselves. To communicate to the readers what it means to Audi to fulfill the promise of "Vorsprung durch Technik" (advancement through technology) again and again. Day by day, with every new Audi car, in every detail.

Describe the brief from the client
To create a book that covers the history, the presence and the future of the Audi brand.

Describe how you arrived at the final design
Courage, Enthusiasm, Passion. Three books in one. Three elaborative chapters that each define "Vorsprung durch Technik" (advancement through technology) in a unique way. The book "Courage" is all about the constant progress in Audi technology. "Enthusiasm" covers the brand’s sportiness in general as well as its motorsport success story. The "Passion" book deals with Audi’s premium approach to the very smallest detail. Four rings, three values, one aim: Vorsprung durch Technik (advancement through technology). That is the all new Audi brand book.

Give some indication of how successful the outcome was in the market
Very well received from the markets: 2.500 in German 5.000 in English 16.000 in Swedish