Holler is behind Audi’s first ever locally-produced campaign, which invites Australians to direct their own commercial for the car.
The ‘Australia. Land of Quattro’ campaign allows interested Aussies to design and direct their own TVC from millions of footage options available through the Land of Quattro website.
The winning ad will be broadcast on national prime time TV on September 29.
Footage of the Audi Q5 has been shot from every conceivable angle in locations that epitomise the Australian landscape.
Kevin Goult, Audi Australia’s general manager of marketing, said: “This is an Australian campaign, for the Australian lifestyle and demonstrates that Quattro is synonymous with the land and the lifestyles that Australians lead. We’ve designed it to build emotion and establish a strong brand connection.”
James Theophane, creative director at Holler, added: “We wanted to create a campaign infinitely remix-able from the comfort of the couch. Thinking ‘interaction-out’, we had to reinvent the way we shot the commercial, hacking quadcopters to track vehicles and shoot multiple-angle footage more akin to a live sporting event, and yet with the quality of a traditional advertisement.”
The campaign launched yesterday and the competition runs until September 9.
Client: Audi Australia; creative agency: Holler; production house: Aloha; media agency: Mediacom; out-of-home and print: RAPP; experiential: Play Communications