Title	RS6 HOLOPHONIC EXPERIENCE
Brand	AUDI FRANCE
Product/Service	AUDI
Category	A08. SOUND DESIGN
Entrant Company	FRED & FARID GROUP Paris, FRANCE
Advertising Agency	FRED & FARID GROUP Paris, FRANCE
Production Company	MÉCANIQUE GÉNÉRALE Paris, FRANCE

Name	Company	Position
Fred/Farid	FRED/FARID GROUP	Chief Creative Officers
Julien Pierre Mallet	FRED/FARID GROUP	Copywriter
Julien/Pierre Mallet	FRED/FARID GROUP	Art Director
François Grouiller	FRED/FARID GROUP	Head Of Strategy
Daniel Dormeyer/Robin Garabedian	FRED/FARID GROUP	Account Director
Katharina Nicol	FRED/FARID GROUP	Agency Producer
Marc/Andreas Brinkmann/Fabien Neel/Sabrina Nicolas	AUDI FRANCE	Clients

Brief Explanation

The objective of the campaign was to attract new customers by showcasing the horsepower of the new Audi RS6, a sportscar designed to send a rush of excitement to anyone who seats behind its wheel. Yet, we knew simply talking about the sensations provided by the car won’t properly convey such a feeling. So we conceived the campaign to make the target audience physically experience the sensations of driving the Audi RS6. To achieve this, we had to face the challenge of recreating the physical sensation that would transport the audience in the driving seat. As contemporary neuroscience indicated, our auditory system is the sense that provides us with the richest blend of sensations and stimulates best our imagination. Leveraging holophonics, a unique sound technic enabling our audience to live a quasi-real life experience, we created a fully immersive acoustic experience to transport our audience’s imagination in the Audi RS6 racing on a race track.