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2020 ADC Awards - Motion / Film / Gaming Craft

Audi: Tilted World

Agency Philipp und Keuntje / Hamburg + FoxDevil Films / Hamburg + Tracks & Fields / Berlin + nhb / Hamburg

Client AUDI AG
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Annual ID

ADC_MOT20_043M

About the Work

Task: Audi wants to reinvent itself and redefine its brand claim “Vorsprung durch Technik”. It is no longer just a matter of what is technically feasible, but rather of focusing on what the customer wants and addressing major social issues, driven by a strong sense of purpose. Particularly when it comes to sustainability, Audi believes it has a special responsibility. The idea: When it comes to sustainability, the world is in a dire situation. Audi alone cannot save the world, but it can help restore the balance. In concrete terms: by 2025, it wants to reduce its carbon footprint by 30 %. The solution: We are revitalising the brand DNA with its original strength and are making its new orientation tangible on as many levels as possible: through content, visuals and music. Applying visually powerful symbolism that makes its point without sounding preachy: the tilted effect. To show that the world is out of balance, all the people are on a slant. Everyone – including Audi – can help restore balance in the world through sustainable action. The tilted eﬀect was created completely in-camera. For the cinematographic look (21:9), anamorphic lenses were used.