Audi Design & Branding GECKO by Kempertrautmann Hamburg


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Industry Cars, SUV & Four Wheel Drive
Media Design & Branding
Market Germany
Agency Kempertrautmann Hamburg
Copywriter Sven Nagel, Heiko Freyland
Released January 2011

Credits & Description

Category: Illustration
Advertiser: AUDI
Product/Service: AUDI QUATTRO
Date of First Appearance: Jan 27 2011
Entrant Company: KEMPERTRAUTMANN, Hamburg, GERMANY
Account Manager: Andrea Bison (kempertrautmann)
Account Manager: Niklas Kruchten (kempertrautmann)
Account Manager: Elisabeth Einhaus (kempertrautmann)
Creative Direction: Heiko Freyland (kempertrautmann)
Creative Direction/Art Direction: Matthias Lamken (kempertrautmann)
Creative Direction: Gerrit Zinke (kempertrautmann)
Creative Direction: Tobias Ahrens
Art Direction: Maria Sommer (kempertrautmann)
Graphic Designer: Jan Behn (kempertrautmann)
Screen Design/Animation/Flash/3D/Programming/Production: (Liga_01 Computerfilm)
Copywriter: Heiko Freyland (kempertrautmann)
Copywriter: Sven Nagel (kempertrautmann)
Media placement: Print - Kurve, Motorrad Kontakt - 27.01.2011

Describe the brief from the client
No other technology has made such a lasting impression on the Audi brand as Quattro and its symbol, the gecko. Recent studies, however, show that Quattro is only marginally better known than competitors’ four-wheel drive systems. That’s why it was essential to develop a print campaign that clearly illustrated how the latest generation of Quattro works and how it can benefit the customer – with a simple and striking analogy.

Describe the challenges and key objectives
In order to demonstrate Audi’s leading technological position in terms of four-wheel drive systems and regain its image leadership, we developed a new symbol that clearly illustrates how the latest generation of Quattro works and how it can benefit the customer using a simple and striking analogy: the high-tech gecko with its superior and intelligent combination of mechanics and electronics.

Describe how you arrived at the final design
Created entirely in 3D graphics, it smoothly moves in films on TV and online to draw on a simple and striking analogy to demonstrate the superiority of the new Quattro, focusing on its intelligent combination of mechanics and electronics.

Give some indication of how successful the outcome was in the market
The new Audi HIGH-TECH GECKO successfully anchors the advantages of the latest generation of Quattro in people’s minds, therefore re-establishing people’s perception of it as a cutting-edge and leading four-wheel drive system.