The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

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2020 One Show - Branded Entertainment

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Agency 303 MullenLowe / Sydney + Finch / Sydney + Audi Australia / Sydney

Client Audi Australia
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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.