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Labyrinth

Agency Network: 
Published/Aired: 
October 2011
Audi Print Ad -  Labyrinth

Description

Print advertisement created by DDB, Spain for Audi, within the category: Automotive.

Caption

Audi Adaptive Light with lighting directed by GPS. Anticipate the road.

Advertising Agency: DDB, Spain
Executive Creative Director: Fernando Barbella
Creative Directors: Alejandro Arriagada, Jaume Badia
Art Director: Fernando Alcazar
Copywriter: Xavi Gimeno
CGI: Lucas Pigliacampo
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andylefty's picture

Don't really get this. Can someone explain? I thought it was a microchip made to look like a city.

andylefty
Activity Score 4535
Graphic Designer at Central Saint Martins College of Art and Design
mr.x's picture

I like the idea, but the art direction is somewhat confusing. Like andylefty said, it kind of looks like a microchip. Audis adaptive light changes angle with help by GPS.

mr.x
Activity Score 998
Forsbergs Skola
Taylormade's picture

I like the visual. I just think it's a bit convoluted a way to explain that product feature. I could see how the city-as-maze would have worked nicely when they first launched GPS. But this seems like a bit of a forced fit.

Taylormade
Activity Score 408
Karelgp's picture

NO se deja entender la idea

Karelgp
Activity Score 123
Copywriter at Intégralo BTL
talkingisfree's picture

not clear

talkingisfree
Activity Score 2712
Art Director
refused's picture

Great idea!

refused
Activity Score 28
adxavi's picture

yeees! great ad!

congrat!

adxavi
Activity Score 12
cvchitale's picture

@Andyleft: Jst take a look at the light getting into the building lybrinths and then getting out at the end...it is anticipating the surrounding and making the lights move...

cvchitale
Activity Score 1418
Copywriter
florp's picture

wow, what a coincidence. i had the same idea two years earlier:

http://www.behance.net/gallery/The-future-of-the-automotive-industry/6...

florp
Activity Score 2
Art Director
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