Audi creates luxury in perfect symmetry in first major retail campaign via 303 MullenLowe Sydney

Audi Australia Pty Ltd has launched its first major retail campaign of 2016, ‘Luxury in perfect symmetry’, created by 303 MullenLowe Sydney and directed by Collider’s Damon Cameron.

Featuring surfer Mick Fanning, an Audi ambassador, the campaign shows the Audi Q3 and Q5 SUV models side-by-side in very different Australian environments.

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From the cliffs of Kurnell to the Royal National Park in NSW, the contrasting locations show that whether you’re a typical urbanite or a weekend warrior, the luxurious design of both cars make either model a perfect fit.

Says Richard Morgan, ECD, 303 MullenLowe: “Symmetry and contrast live at the heart of great design. By showcasing the latest Audi Q3 and Q5 models in this way, we aim to align the brand to the lifestyles or audiences that are ideally suited to these models. The campaign has a distinctively stylish Audi look and feel, and has been shot locally to appeal to an Australian audience.”

The launch of the campaign will continue to build on the strong sales results achieved by the brand in 2015, which recorded its eleventh consecutive year of record growth.

Says Kevin Goult, general manager, marketing, Audi Australia Pty Ltd: “We challenged 303 MullenLowe to create a campaign that would encourage people to decide which of the two Audi SUV models better reflects their personality. The campaign elevates the Audi Q3 and Q5 models beyond the norms of the SUV category, and challenges the viewer to identify with the model that is closest to them, creating a sense of ownership. We want people to visualise themselves becoming part of the Audi lifestyle, which is about adventure and sophistication at the same time.”

Client: Audi Australia

Sound: Sonar Music