Fred & Farid Condense Audi Spirit To 1mm

Fred & Farid Paris was entrusted by Audi France with a new campaign for one of its flagship models, the Audi A1. 

 

The ‘Millimeter’ campaign celebrates Audi perfection by depicting the immensity of the human and material investment behind a single Audi millimetre. It shows each engineer’s obsession with detail, the search for excellence working on each millimetre and the meticulous nature of the result. Each micro detail of an Audi expresses the expertise, the knowledge and the passion of the Ingolstadt manufacturer to guarantee a decisive technological advantage for its customers.

 

View the spot below:

 

 

Following a brief early in the year, this campaign has come together over 4 months.  It involved continuous exchanges with the engineers and designers at the Audi head office in Ingolstadt, Germany to define and precisely quantify the work involved in this millimetre – a ‘truth’ concept in which each statement is scientific, technological and real.

 

Marc-Andreas Brinkmann, Marketing Director of Audi France: "We wanted to show the Vorsprung durch Technik and the spirit that motivates it through the precision work and the high standards of our engineers on one of Audi’s emblematic components, the lights; thus proving the quality of our cars."

 

To give the subject its full power, the challenge for Fred & Farid Paris was then to find a producer and director.  People that were attentive to Audi and understood its values, but were also sensitive enough to be able to visually depict the degree of perfection and passion that drives its engineers were needed. 

 

Audi France and Fred & Farid chose RSA’s Mehdi Norowzian to direct the film. Marc-Andreas Brinkmann commented: "The quality of RSA’s director’s treatment convinced us. We were attracted by their skilfulness in re-transcribing something abstract and cold, such as mere figures, in a sensitive, intelligent and engaging manner. With a concern for detail, a way of working and reworking each sequence of the film with increasing precision down to the last millimetre."

 

The advert’s music was composed by the latest winners of the music category of the Audi talent awards – an event which Audi France sponsor. 

 

The TVC ‘Millimeter’ will be broadcasted on French National TV Channels as of Sunday Sept. 9th, it will be accompanied by a Print and Digital campaign. 

 

View a making of video below: