Saran Yadagiri Audi’s latest outdoor campaign ingeniously uses paper airplane folding guides to highlight the aerodynamic design of the A6 e-tron.
In a creative endeavor to showcase the aerodynamic prowess of its A6 e-tron models, Audi has unveiled an outdoor campaign that artfully employs paper airplane folding guides. Developed by BBH London, the advertisements feature step-by-step illustrations of constructing a paper airplane, culminating in the sleek image of the A6 e-tron seamlessly integrated into the design. This visual metaphor underscores the vehicle’s streamlined engineering and positions it as a benchmark in the premium electric vehicle market.
The campaign’s strategic rollout includes high-visibility placements in rail and underground stations, ensuring that commuters encounter the unfolding narrative in stages—from the initial flat lay of the paper airplane to its complete assembly. This sequential approach not only captures attention but also reinforces the message of aerodynamic efficiency inherent in the A6 e-tron.
Uche Ezugwu, Creative Director at BBH London, remarked on the campaign’s distinctive approach: “The idea is bold, brave, and unapologetically different. It’s a quiet yet powerful expression of Audi’s essence, capturing attention without the need for loud dramatization.” This sentiment reflects Audi’s commitment to innovation and subtle sophistication in its marketing strategies.
Tony Moore, Head of Marketing at Audi UK, added: “This perfectly captures the Audi spirit—subtle, refined, and innovative. It showcases our dedication to cutting-edge design and performance while reflecting our drive toward an electric future.” The campaign not only highlights the A6 e-tron’s design excellence but also emphasizes Audi’s broader commitment to advancing electric vehicle technology.
