Audi is aiming to challenge the conventions of car advertising with its latest campaign, which transforms car parts into dressmaking patterns, to spotlight the shared artistry of fashion and automotive design.
“Audi Car Couture” has been created by BBH and has been timed to coincide with the buzz of the London Fashion Week, which officially ran between September 18 to 22 but whose events are still running.
However, the campaign is not about traditional glossy car shots, but a nod to the craftsmanship that connects high performance with high fashion.
By reimagining Audi parts as a flat lay dressmaking pattern, the campaign is aimed at highlighting Audi’s design credentials, doubling down on craftsmanship, innovation, and performance.
Illustrator James Carey has worked with a professional pattern cutter to create the execution.
Targeting a luxury, design-conscious audience, the Audi campaign aims to drive desire for the brand and reinforce its philosophy of Vorsprung durch Technik.
BBH creative director Uche Ezugwu said: “Audi and fashion share many principles. One of them is great design. With this campaign, we want to show Audi in a completely unexpected way, bringing the precision and craftsmanship of their engineering into the world of fashion.”
The campaign is running on contextual digital OOH sites in London. Media planning has been handled by PHD.
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