Audi: AUGMENTED REALITY CALENDAR by Neue Digitale, Razorfish Berlin for Audi

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Industry Cars, Advertising agencies, Business equipment & services
Media Design & Branding
Market Germany
Agency Neue Digitale
Creative Director René Lamberti, Fabian Roser
Art Director Kathrin Laser
Copywriter Alexander Ardelean, Stephan Deisenhofer
Designer Florian Uihlein, Bartosz Elsner
Agency Razorfish Berlin
Released December 2010

Awards

Cannes Lions 2011
Design Lions Calendars Bronze

Credits & Description

Type of Entry: Graphic Design & Design Crafts
Category: Calendars
Advertiser/Client: AUDI
Product/Service: AUTOMOBILE
Entrant Company: NEUE DIGITALE/RAZORFISH Berlin, GERMANY
Design/Advertising Agency: NEUE DIGITALE/RAZORFISH Berlin, GERMANY
Managing Director: Sven Kuester (Neue Digitale / Razorfish)
Managing Director: Sascha Martini (Neue Digitale / Razorfish)
Creative Director: René Lamberti (Neue Digitale / Razorfish)
Creative Director: Fabian Roser (Neue Digitale / Razorfish)
Art Director: Kathrin Laser (Neue Digitale / Razorfish)
Copywriter: Stephan Deisenhofer (Neue Digitale / Razorfish)
Concept: Steffen Staeuber (Neue Digitale / Razorfish)
Copywriter: Alexander Ardelean (Neue Digitale / Razorfish)
Designer: Bartosz Elsner (Neue Digitale / Razorfish)
Designer: Florian Uihlein (Neue Digitale / Razorfish)
Interactive Designer: Jens Lembke (Neue Digitale / Razorfish)
Interactive Designer: Julien Pietri (Neue Digitale / Razorfish)
Programmer: Dennis Hantke (Neue Digitale / Razorfish)
Programmer: Dirk Tech (Commsult AG)
Technical Manager: Mathis Moder (Neue Digitale / Razorfish)
Technical Director: Paul Schmidt (Neue Digitale / Razorfish)
Account Manager: Kristina Klein (Neue Digitale / Razorfish)
Account Manager: Dorte Luecker (Neue Digitale / Razorfish)
Animator: David Loehr (Neue Digitale / Razorfish)
Brief Explanation:
A car calendar without cars! The calendar showed only high-quality landscape photos. In order to experience the cars, the user had to download an iPhone app. Using augmented reality, one could then bring out the cars onto the landscapes, with sounds, animations and all!
Describe the brief from the client:
The brief was to develop a calendar for Audi clients. The calendar should differ greatly from other car calendars and position Audi as innovative and modern.
Description of how you arrived at the final design:
When Audi introduces a car calendar, that calendar has to be just as innovative as the brand itself. Audi should not merely say "Vorsprung durch Technik" (Leading through technology) but prove it as well.
Indication of how successful the outcome was in the market:
25,000 calendars were sent out. So far, the app has been downloaded 23,448 times. This means that most of the people who received a copy of the calendar have downloaded the app to experience "Vorsprung durch Technik" in a new dimension. Audi received numerous response mails from enthusiastic clients. Just one person obviously didn´t get it. He wrote an e-mail saying thank you for the lovely landscapes.

The Design & Branding titled Audi: AUGMENTED REALITY CALENDAR was done by Neue Digitale, Razorfish Berlin advertising agencies for Audi in Germany. It was released in Dec 2010.