Audi says it is ‘raised by racecars’ in first campaign from The Monkeys

Audi is highlighting the motorsport heritage of its consumer car models in a new campaign that says they are ‘raised by racecars’.

The campaign is the first for the brand made by The Monkeys. Last year, Audi appointed 72 and Sunny Amsterdam to its global creative account, however the brand confirmed to Mumbrella that it would continue working its local partners.

The Monkeys previously worked with Holden, after winning its SUV creative account in 2017, alongside AJF GrowthOps which held the retail creative account. In February, General Motors announced it was retiring the Holden brand in 2021.

The campaign promotes the new R/RS range of models, Audi’s highest-performance line-up of vehicles in its history.

Nikki Warburton, chief customer and marketing officer at Audi Australia, said: “Audi has a long history of brave innovation, and throughout our history, many of our greatest achievements have been earned in the crucible of motorsport – on acclaimed racetracks all around the world.

“The lessons learned on the track translate to the road, in the technology inside our high-performance R and RS vehicles. These incredible cars shine a halo over the entire Audi range, and with our ‘Raised by Racecars’ campaign, we are telling the amazing story behind our sports car credentials. It’s an exciting opportunity to get Aussie pulses racing as we launch the largest high performance line-up we’ve ever had.”

A sample of the OOH execution

The integrated campaign will appear across broadcast television, out-of-home and in digital formats.

The Monkeys co-founder and group chief creative officer, Scott Nowell, added: “‘Raised by Racecars’ perfectly captures the motorsport DNA in every Audi RS, and it’s a platform we’re excited to build on.”

Warburton has been the CMO of Audi since 2018. In August last year, her role was expanded to become chief customer and marketing officer.


Brand – Audi Australia
Agency – The Monkeys, part of Accenture Interactive
Supporting Agency – Adam Johnson Design

Audi Australia
Chief Customer and Marketing Officer – Nikki Warburton
Senior Brand Marketing Manager – Andrew Younis
Marketing Communications Manager – Kit Bashford
Senior Marketing Executive – Evangelia Kirpichnikov

The Monkeys, part of Accenture Interactive
Co-founder & Group Chief Creative Officer: Scott Nowell
Creative Director: Scott Dettrick
Senior Copywriter: Dennis Koutoulogenis
Senior Art Director: Jake Rusznyak
Head of Production: Penny Brown
Senior TV Producer: Kaija Wall
Managing Director: Matthew Michael
Group Account Director: Shannon Duhig
Senior Content Manager: Ruth Peck
Business Strategy Director: Kit Landsdell

Adam Johnson Design
Creative Director – Adam Johnson


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