What if the best
place is behind?
The Challenge: 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 Idea: The rear of the Audi R8 is so distinctive, it changes the story. Performance isn’t about being first anymore, it’s about being followed.
So we flipped the chase. Not a fight for pole position, but a duel for second place where the most desirable view is from behind.
Told in clear, cinematic acts, the campaign keeps one focus throughout: the R8’s rear as the ultimate object of desire.
#OwnEverySecond
CREDITS
Client: Audi
Agency: Philipp und Keuntje GmbH
Creative director: Arne Weitkämper
Art direction: Ines Gerlach
Text: Raphael Klawuhn
Account director: Kerstin Dirks
Agency Producer: Eva Weber
Production: Markenfilm Crossing
Director: Tobias Granström
DOP: Aril Wretblad
Photographer: Agnieszka Doroszewicz c/o Severin:Wendeler