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Audi Encourage Young People to 'Live Life to the Fullest'

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Audi Japan worked with Wieden+Kennedy on the campaign
Audi Encourage Young People to 'Live Life to the Fullest'

Audi Japan and Wieden+Kennedy Tokyo have launched a campaign for Audi’s entry model, the ‘Audi A1 Sportback.’ The creative was developed to target young people who are design-oriented and love driving experiences. 

A1 is colourful and vivid, big and bold. The car features a sporty look and comes in a variety of colours, equipped with advanced driving assistance and safety systems for increased driving comfort. The A1 Sportback is an entry model car, most affordably priced in Audi’s range. 

The campaign tagline ‘Live Life to the Fullest’ aims to ignite the minds of Japanese consumers in their 20s and 30s who have multiple interests in things including driving cars. It aims to inspire and support the passion of the young, modern audience to look at their world positively, and live their life to the fullest in both work and leisure. 

The film combines action shots of young people living life to the fullest in their world, with a voiceover in both male and female voices about their determination to live their life positively.

We integrated the communication into cultural topics of Music, Travel, Fashion and Sports where our target audience invests most of their time and money. Our aim was to generate curiosity for Audi among the new audience who are out to enjoy new experiences by communicating in media where Audi has not communicated before. 

On Sunday December 1st, Audi held an event offering contents related to music, fashion, travel and sports at Shibuya’s iconic fashion complex PARCO in partnership with HYPEBEAST, one of the most prominent media of street culture.

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Art Director: Keisuke Fujita

Copywriter: Takeshi Amata

Agency Producer: Kosuke Sasaki

Account Team: Becky Levy, Kaede Ose

Strategic Planner: Rudy Jean-Francois

Comms Planner: Eri Hirose

Studio Manager: Kiki Bowman

Designer: Keisuke Koumae

Digital Producer: Raissa Kamie

Translator: Takuro Kobayashi


Production Company: maxilla

Director: Luke Huxham

Producer: Seiya Suzuki

Production Manager: Ami Murata

Photographer: Maciej Kucia

DOP: Andrzej Rudz

Gaffer: Keisuke Ikeda

Production Design / Props: Mayumi Okamoto

Stylist: Tatsunori Katakura

Casting: Saya Fujimaki, Ko Iwagami

Cast: Yuuki Tanii

Voice Over Artist: Hiroki Sato / COKURi


Editor: Takahito Matsuno

Online Artist: Kensuke Shimada

Colourist: Ben Conkey

MA Mixer: Muneaki Shibuya

Genres: People, Dialogue

Categories: Automotive, Cars

Wieden+Kennedy Tokyo, Mon, 02 Dec 2019 11:00:52 GMT