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Category
Full Length Video / Single
Annual ID
OS_BE20_052M
About the Work
Artificial intelligence and self-driving cars will be the next revolution for the car industry. Audi is actually a leader in the field. The Audi A8 was the first production car in the world to reach level 3 autonomy and, in July 2017, Audi unveiled a fully-autonomous concept car, the AI:CON. But that was not the story in the media. Brands like Tesla and Uber got all the attention. Audi needed to shift the spotlight back to them. So, instead of just making more A.I. technology, they made a film. Introducing MACHINE. Produced by the team behind award-winning Netflix series Chef’s Table, MACHINE is a feature-length documentary film about the true power of A.I. – and what it means for every aspect of our lives – love, relationships, war, culture and of course, autonomous driving. The film was released nationally, in cinemas across Australia and was met with universal critical acclaim. It changed perceptions of the Audi brand, with 73% of test audiences seeing Audi as a leader in A.I. And it generated PR + Earned Media worth millions of dollars, reaching 13.3 million people. MACHINE. Streaming worldwide from March 2020.
2020 Awards
Total Points: 2
Merit
Credits
Agency
303 MullenLowe / Sydney
Design Firm
D.A.M / Sydney
Client / Brand
Audi Australia / Sydney
Production Company
Finch / Sydney
Music / Sound Production Company
Sonar Music / Sydney
Post Production Company
Atticus / Sydney
Never Sit Still / Sydney
Luxx / Sydney
Creative Director
Adam Whitehead
Designer
Toby Pike
Digital Artist
Quade Biddle
Director
Justin Krook
Director of Photography
Anna Howard
Editor
Scott Walmsley
Executive Producer
Nick Cleaver
Rob Galluzzo
Sean McKeever
Sound Designer
Matteo Zingales
Strategist
Jon McKie
Writer
Sean Larkin
James MacLurcan
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