This is our time.
No need to pretend.
Nothing to conceal.
We own every second.
A time that defines us and shapes who we become.
The challenge: Create an RS range campaign that brings performance into the now. A campaign with a human pulse – authentic, inclusive, and grounded in real emotion rather than artificial spectacle. Performance should be reinterpreted in a smart, contemporary way that resonates beyond horsepower and numbers. A campaign that not only lifts the RS portfolio, but creates a halo for the Audi brand as a whole – and sets the tone for the 2021 communications to follow.
The Idea: Own Every Second reframes RS performance through a human lens. It’s not about dominating the road – it’s about mastering the moment. The idea celebrates people who make every second count: in how they move, decide, react, create. RS becomes the extension of that mindset – a car built for those who don’t just live time, but own it. Performance is interpreted as presence, precision and purpose. Every heartbeat, every shift, every moment – intensified, human, and unmistakably Audi Sport.
#RSQ3
#RS7
#RS6
#RSQ6
CREDITS
Client: Audi
Agency: Philipp und Keuntje GmbH
Creative director: Tobias Fritschen,
Valentin Burkhardt
Art direction: Ines Gerlach, Cesrin Schneider, Cornelius Hafemeister
Text: Christian Bosse, Lukas Bausch
Photograph: Markus Wendler, Anke Luckmann, He&Me
