The Audi SQ7 is a superlative SUV. The best way to present such an extraordinary vehicle to people is directly at the IAA. And if they can't come to the show - then the show brings it to them. That's why we developed the concept for our campaign based on the spectacular trade show booths.
In three very different CGI spaces, we set the main features of the SQ7 - design, performance and Audi Sport - in an iconographic scene. The first, white room served as a reduced stage where nothing distracted from the vehicle design. The second, red "performance tunnel," demonstrated the car's dynamism even when standing still.
The third symbolized the racing genes and the connection to Audi Sport with a striking "Audi Sport diamond design". We consistently transferred the concept to all media: from the product films to the catalog to the print ads. And thus created exactly the stage for the Audi SQ7 that it deserves.
