Audi turns to online content for new TT launch in campaign through Mediacom
Audi is launching its new TT model with a new content and interactive digital campaign from Mediacom Beyond Advertising (MBA) featuring a man in a suit covered in lights racing the new car.
The new Head to Head campaign features the 90-second online video as well as the interactive experience giving people the chance to explore the car online as it bids to reposition the model around its dynamic and sporty performance.
https://www.youtube.com/watch?v=pUxjCxM_hao&feature=youtu.be
According to the release: “The captivating film, created by MBA, is set in an urban location where light and shadows are the playing field as it portrays two friends showing their other side, by day professionals, by night challengers – a high drama game between man and machine, an elegant ‘dance’ where innovative design and manoeuvrability wins the day.”
The film was shot with production house 9mm.
Kevin Goult, general marketing manager, Audi Australia said: “MediaCom has delivered an exciting and dynamic campaign for the launch of the Audi TT. It’s been a pleasure working with the MediaCom Beyond Advertising team who created a unique piece of content which brings to life the new sleek design of the car, setting the TT apart from competitors in market.”
Shelby Craig, creative director of MBA said: “Like Audi, MBA’s mission is to always innovate and push boundaries. Collaborating with our talented production partners and a legendary international director, we knew we could create a moment in time that would stop the audience in its tracks.
“Great clients like Audi understand the importance of content, and through the excitement portrayed through this piece of content, the new Audi TT is represented as the story’s true hero.
Credits:
MediaCom
Gemma Hunter – Executive Creative Director / Head of MBA
Shelby Craig – Creative Director
Taylor Thornton – Creative
Sean Pattison – Group Director
James Wainwright – Senior Digital Executive
Alison Luxmore – Director
Rebecca Milligan – Account Manager
Josh Butt – Head of Content Production
Tess Wood – Content Director
Alexandra Gough – Social Manager
Alastair Anisimoff – Seeding Executive
9mm:
Director of Production – Katie Trew
Director – Jeremy Goodall
Producer – Heath George
Producer – Jamie Cohen
DOP – Tom Gleeson
Editor – Matthew Maunsell, Clockwork Films
Design – Chris Parkinson, Clockwork Films
Post Sound Design & Music Composition – Mitch Stewart, The DA’s Office.
Visual Effects & Colour Grading – Chris Grocott & David Mosqueda, White Chocolate
Stunt Coordinator – Harry Dakanalis
Stunt Double – Chan Griffin
mi9:
Lisa Targett – Mi9 Sales Executive
Nicholas Watkins – Mi9 Account Executive
Amanda Giardina – Mi9 Creative Studio Art Director
Charlie Gordon – Mi9 Creative Studio Senior Copywriter
Joffrey Lyon – Mi9 Creative Studio Senior Motion & Interaction Lead
Mark Arujo – Mi9 Creative Studio Senior Designer
Jayce White – Mi9 Creative Studio Motion & Interaction Designer
Dee Geoghegan – Head of Mi9 Creative Studio
Lauren Attard – Mi9 Creative Studio Senior Project Manager
Where is Holler?
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What’s the idea here?
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The most impressive thing about this is the length of the credits list.
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Content? Looks like an ad to me. A very slick ad, but an ad nonetheless. And that credits list is insane!
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If ‘online content’ means a TVC style idea pushed through paid media, then we’re back to an interruption model and the emperor really has got no clothes.
It seems this is what you get with media companies trying to get owned and earned, but in fact just using their old spots and dots thinking.
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I don’t get it.
This is why media companies should stick to media.
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Absolute rubbish
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