2019 Winners & Shortlists

DEADLED

Client/BrandAUDI
Product/ServiceAUDI PRE SENSE
EntrantIMPACT BBDO Beirut, LEBANON
Type of EntryInnovation in Outdoor
CategoryStandard Sites
Idea Creation IMPACT BBDO Beirut, LEBANON
Idea Creation 2 IMPACT BBDO Dubai, UNITED ARAB EMIRATES

Cultural/Context information for the jury.

300,000 LED billboards undergo glitches due to Lebanon’s frequent power cuts. As a result, these panels are left with black spots that appear randomly and multiply with time. The Lebanese people have become accustomed to this mishap hiding certain parts of the ads on these panels. Audi decided to use these black spots as a visual language to depict shapes of hidden obstacles and as a source of media to highlight its “Pre Sense” function that detects hazards unseen by the driver.

Write a short summary of what happens in the ambient or digital execution or campaign.

Audi used the glitches that are generated by a technical mishap and that are very common in the Lebanese LED outdoor scene. These black spots were used as part of the ad design, to depict the hidden obstacles that drivers might encounter.

Credits

Name Company Position
Dani Richa Impact BBDO Chief Executive Officer
Joe Abou-Khaled IMPACT BBDO Regional Creative Director
Jad Karout Impact BBDO Senior Art Director
Maria Etre Impact BBDO Senior Copywriter
Elie Ghossein Impact BBDO Group Account Director
James Fox Impact BBDO Digital Planner
Paul Shearer Impact BBDO Dubai Chief Creative Officer
Emma Jane Randall Impact BBDO Dubai Account Executive
Emile Tabanji Impact BBDO Managing Director