Electric Story
Audi
Issue 45 | December 2017
Agency
POL Norway
Creative Team
Copywriter Petter Bryde Art Director Thorbjørn Ruud Graphic Designer Ole Jakob Bøe Skattum
Production Team
Production Company DVA Director Christoffer von Reis Executive Producer Anna Adamson Creative Director Bo Gustafsson
Other Credits
Account Director Kjetil Botten Skogly Account Manager Emma Karlsson Client Marketing Manager Tommy Bækkevold Jensen PR Manager Øyvind Rognlien Skovli Digital Content Manager Dan Ruben Johansen
Date
October 2017
Background
Audi knew that the future of their business was electric and they began preparing the way with two new e-tron models, cars with two motors, electric and conventional, working in tandem to provide speed and economy.
Norway was the first country in the world where e-tron Audis could be pre-reserved.
Audi Norway wanted to let their target audience know about this in a way that was as innovative as the cars themselves.
Idea
Swedish artist Anne-Li Karlsson was commissioned to interpret Audi's vision of the future, one in which their cars were silent and environmentally friendly.
Based on a concept from the agency, the artist created 'Electric Story', using electric ink to bring energy to a city made entirely of paper.
The audience could explore the streets of the future in 3D as an e-tron Audi made its way through the model.
Something highly technical was brought to life in a way that was analogue, understandable and artistic at the same time, using electricity in its purest form with a battery, electric conductors and LED lights.
Results
Results not yet available
Our Thoughts
Recently I was invited to talk to an audience of printers about innovation in their industry. I chose to talk mostly about inks and how they are the way to open up print as an interactive and much-valued medium. Chrysler Dubai created an ad two years ago, with enough electrolytes within the ink to create a Bluetooth connection with the reader's phone.
Now here we have ink that conducts electricity. Surely this is just the beginning of a whole string of innovations? I hope so. At the moment, this idea from Audi looks just like a video but just as the same agency's 'Audi Sandpit in VR' idea (Directory 43) became an installation in Audi dealerships, so I trust this too will become a marvellous experience for potential Audi customers.