2015 Winners & Shortlists

Brief Explanation

The main challenge was the perception about sedans. They are seen as unexciting. Our objective was to change that perception, excite influential young professionals and get them to notice the A3 — by making A3 and its prospective owners the new fashion icons.

The Brief

To launch the new Audi A3 Sedan at FASHION FORWARD 2014, the region’s biggest fashion event, with a limited budget.

How the final design was conceived

We used these attributes of the car as inspiration for a local fashion designer, Andraya Farrag — to create The Way Ahead Collection and launch the new Audi A3 at FASHION FOWARD 2014. The collection Consisted of four unique dresses that reflected the four personalities of the car. Sportier - The casual dress featured a relaxed sporty silhouette and fresh energetic look. Faster - The refined dress tailored to women who lead a fast-paced lifestyle. Sharper
- The sophisticated evening dress, on and off the road. Smarter
- The chic dress for women aspiring to stand out in the workplace.

Indication of how successful the outcome was in the market

We didn’t just bridge the gap between fashion and automobile. We also made Audi A3 stand out in the automobile and fashion industries. We even stole the show at the region’s biggest fashion event: FASHION FORWARD 2014. The launch of Audi A3 and The Way Ahead Collection resulted in millions of social media impressions, thousands of new fans and changed drivers’ perception about sedans. The new Audi A3 Sedan became the most fashionable car on the road.

The new Audi A3 Sedan is an affordable designer car. It's sportier, smarter, faster and sharper. It's doesn't only reflect the lifestyles and personalities of its prospective owners, the fashionable and influential young professionals. It also appeals to their unique individual style, senses and mindset.