Pedestrians in the spotlight
Audi Import
Issue 37 | December 2015
Agency
DDB Brussels
Creative Team
Creative Director Peter Ampe & Odin Saillé Creative Team Rom&John PR Kenn van Lijsebeth
Production Team
TV-Producer Brigitte Verduyckt Production company Wenneker Director Peter Neyt Strategy Dominique Poncin & Maarten Van Daele Account team Axelle de Terwangne, Olivia Naudts Media Clear Channel, Baudouin Van de Berg
Other Credits
Audi, Marketing Manager Frédéric Hurchon Audi, Advertising Manager Hubert Hollemaert
Date
October 2015
Background
When they launched the new A4, Audi wanted to show that the new model was equipped with innovative Matrix LED headlights. These provided high-precision illumination with individually-controllable light-emitting diodes.
Idea
In cities in which pedestrians, cyclists and moped riders make driving more difficult, the new Audi A4 could make it safer.
To demonstrate how, a striking stunt was conceived at Brussels Central Station, with a towering billboard which literally put pedestrians and cyclists in the spotlight.
Just as the adaptive headlights of the car picked out potential hazards ahead, the poster picked out passers-by and lit them up.
This action was supported by a national banner campaign.
Results
The poster was seen by 1.3 million people.
The idea was picked up by newspapers and car blogs from Belgium to Mexico.
100% of people crossing the road at the site made it safely to the other side.
Our Thoughts
Nothing beats a good old-fashioned demo and when it’s for real rather than on a screen, then it’s even more powerful.
I bet loads of photos and comments got passed around social media. That’s what happens when you have an idea that’s both helpful and friendly like this, people do share it.