The new Audi R8
The Task: Create an integrated Audi R8 campaign that elevates the new, iconic rear design to the defining visual signature of the vehicle — and positions the R8 as the pure expression of Subtle Superpower.
The task was to reinterpret performance in a precise, reduced and confident way, while showcasing the strengths of the 5.2-liter V10 engine, the advanced performance components and the sharpened design language in a bold and desirable manner.
The Idea: The new rear of the Audi R8 is more than a design detail — it is an iconic signature. A form language so distinctive that it reverses the perspective of the entire campaign.
We challenge the classic narrative of performance: superiority isn’t defined by being in front — but by being desirable enough that others want to follow.
From this attitude emerges the central idea of the campaign:
the duel for second place.
A deliberate inversion of the chase, turning the R8’s rear into the true object of desire.
The narrative unfolds in distinct acts – from urban streets to industrial environments, wide open roads and finally a modern villa. Each setting heightens the tension, each shift intensifies the cat-and-mouse dynamic.
Driving maneuvers and visual precision reinforce the idea by putting the R8’s iconic rear at the center of every moment.
The result: a campaign built around one unmistakable signature.
In the film, in the headlines, in every asset – the rear of the new R8 becomes the defining motif.
A simple statement lies beneath it all: A rear too beautiful to overtake!
#OwnEverySecond
