2010 Winners & Shortlists

Execution

The objective: The objective was to highlight the Audi Q7‘s attributes in a way that sets it apart from all the other numerous SUVs existing in the market, so that it remains top of mind with the Lebanese public, allowing it hence to outperform its competitors in terms of sales, and to stay ahead of both present and potential competition. The idea: The idea is to use the rotating panel billboard (introduced recently in the Lebanese capital) to show the command that the Audi Q7 has on any type of road. The car is a mere sticker placed on a Plexiglass, and never actually moves. Movement is confined to the 3 visuals in the background that take turns in taking over the screen, making it look like the Audi Q7 is passing through. The visuals are further developed to show the different route types as intertwined, and hence 3 parts of the same road. Furthermore, the billboards that displayed the ad were specifically chosen in the most congested areas, where traffic jams often prevail. This would allow enough time for every driver to see the Audi Q7 as it smoothly makes its way from a flat highway to an uneven country road, a rocky route and finally through the snow. The result: The project was a resounding success as it created the coveted noise around the Audi Q7 and reinforced its position as top of mind in the world of luxury crossover SUV’s. It was able to reach the public at a time of traffic when neither productivity nor entertainment is achieved, hence providing a welcome distraction for drivers and passengers alike, during frustrating congestions.