The spirit of tomorrow
The challenge: The task was to translate Marc Lichte’s progressive vision into a communication idea that makes the car’s sporty elegance, luxury presence, and iconic character instantly recognizable – and position the A7 as the benchmark for tomorrow’s premium automotive design.
The Idea: Anticipate captures the Spirit of Tomorrow by positioning the Audi A7 as a car that doesn’t wait for the future – it senses it.
The idea frames the A7 as a vehicle that reads what’s ahead, responds before others react, and embodies a design language that is already one step beyond.
Nothing thrills quite like what’s ahead.
CREDITS
Client: Audi
Agency: Philipp und Keuntje
ECD: Sönke Schmidt
Art direction: Ines Gerlach,
Cesrin Schneider, Gritt Berderow
Text: Christian Bosse
Account director: Sarah Jennewein
Agency Producer: Eva-Katharina Abt
Photograph: Frithjof Ohm
Production Film: 27KM
