Audi has teamed with digital agency Spinifex to create a light installation at Sydney’s Vivid Festival that celebrates the launch of the Audi A3 Sportback.
The bespoke installation is being projected onto the Sugar Store building at Circular Quay and is set to the sound of French duo Daft Punk's iconic hit 'Harder, Better, Faster, Stronger’.
Audi said it had a strong tradition of cultural and modern art sponsorship, and participating in Vivid represents further strengthening of the brand's culture and art credentials.
Anna Burgdorf, GM corporate communications at Audi, said: "The Vivid partnership is in keeping with our strong interest in supporting contemporary art in Australia. In recent years we have undertaken many projects that seek to explore the dialogue between art and design.
“The company is extremely pleased with the result – a sensitive and vibrant campaign, strong on imagery and graphic elements that is in keeping with the editorial nature of the Festival, yet successfully conveying the brand essence and attributes of the A3 Sportback."