| Title | AUDI QUATTRO COASTER |
| Brand | AUDI |
| Product/Service | AUDI QUATTRO |
| Category |
E01. AR, VR & Mixed Reality |
|
Entrant
|
POL Oslo, NORWAY
|
|
Idea Creation
|
POL Oslo, NORWAY
|
|
Media Placement
|
MEDIACOM Oslo, NORWAY
|
|
Production
|
DVA Stockholm, SWEDEN
|
Credits
| Petter Bryde |
POL |
Creative Director |
| Thorbjørn Ruud |
POL |
Art Director |
| Ole jakob Bø Skattum |
POL |
Designer |
| Emma Gyllenbreider |
POL |
Account Manager |
| Kjetil Botten-Skogly |
POL |
Account Director |
| Anna Adamson |
DVA Immersive Technology Studios |
Executive Producer |
| Johan Anstérus |
DVA Immersive Technology Studios |
Producer |
| Thomas Söderlund |
DVA Immersive Technology Studios |
Technical Director |
| Bo Gustafsson |
DVA Immersive Technology Studios |
Creative Director |
| Christoffer von Reis |
DVA Immersive Technology Studios |
TVC Director |
| Kiko Prieto |
DVA Immersive Technology Studios |
Director of photography |
| Simon Prieto |
Art Official Agency |
TVC Editor |
| Swiss International |
Swiss International |
VFX/Post production |
| Redpipe Music & Sound |
Redpipe Music & Sound |
Sound/Music |
Describe the creative idea
The idea is to start a driving experience on traditional TV, which then breaks through the TV screen, for users to build their own tracks and continue the experience in their own living room.
For the first-time ever, viewers can make a seamless transition from one media to another. From a traditional TV ad, to agumented reality, and continue the ride of the Audi quattro in their own living room. Explore the car and build the tracks they want.
The campaign serves as a unique experience of Audi Quattro, but also Audi as an innovative brand at large. You can explore an Audi quattro anywhere.
Describe the execution
The quattro coaster is designed as an extension of a TVC, giving users the ability to take full control of the car and explore it on their own premises.
First, we aligned trigger points in the TV commercial. And then, when the camera recognizes these points, a different action is triggered. The car will now drive through the screen and into the room. What's new is that you no longer have to relate to the trigger point. You can freely move around and explore the car, or continue driving and build your own path.