Audi Design’s tip project: origination of a A7 Sportback inspires advertising

It is one of a many surprising birth stories in a Audi indication family. The A7 Sportback was a pattern teams dream plan that originated though an sequence and though a mandate selection and literally seduced a Board of Management. The creators of a promotion debate launched as partial of a marketplace introduction in late Oct also took their impulse from a giveaway creativity behind a luxury-class coupe. Here, too, a story starts with zero some-more than a vacant piece of paper.

It sounds like a tip plan when a Head of Audi Design, Stefan Sielaff, talks about a birth of a A7 Sportback. In a studio atmosphere, a organisation of 10 designers attempted their hands during formulating an automotive dream: a gran turismo as a four-door coupe. The thought came from Walter de Silva, currently Head of VW Group Design. He wanted to steal from a Audi 100 S Coupe to emanate a many unadulterated, precisionist judgment ever. The radical thing about this plan is that a association had not placed an sequence for such a model. No operative had tangible a technical foundation, nobody described a positioning for Marketing. The Audi A7 was combined though coordinates, though a mandate specification. In a commencement there was zero though a line.

We had a Audi Coup from a 1960s in front of us and got crazy. The energetic window line, a truncated back end. The conformation was finished quickly, says Sielaff. We experimented for a while, acid for a ideal proportions. Then it clicked. The A7 Sportback was put down onto paper in an intensely brief time, from an thought and a only a singular draft.

The interior designers filled a breeze by De Silva, Sielaff and Jorge Diaz with life: entirely sporty, nonetheless elegant, with all a comfort that distinguishes a gran turismo. We were so assured of a product that we motionless to go all in, says Sielaff. With a finished judgment underneath a arms, we marched into a bureau of a Board of Management though an appointment. We felt that a indication was so radically pleasing that it would charm them.

The thought was mark on. The Board of Management was thrilled. And was peaceful to follow an surprising march of action. It left a book adult to a designers. The technical growth engineers worked on suitable concepts while a prolongation experts checked a feasibility of a design. The initial breeze pattern was so powerful, however, that it remained probably unvaried via a whole process, explains Sielaff. We frequency even overwhelmed a judgment again. The designers dream had to wait a spin to be implemented, however. It would be 4 years before a time was right for adding it to a Ingolstadt automobile makers indication lineup. Before that, it breathed life into a small hermit in a B segment. Inspired by a A7 Sportback, a Audi A5 Coup and a Audi A5 Sportback were launched on a marketplace in 2007 and 2009, respectively.

The birth story of a A7 Sportback was so surprising that it also found a approach into a advertising. Lothar Korn, Head of Marketing Communications during AUDI AG, incited to Audi Design during a unequivocally start of a communications formulation process. At a lecture assembly with a promotion agency, one of a promotion people casually asked how a A7 finished adult being so beautiful. And one of a designers answered that zero stirs a artistic juices like a vacant piece of paper, says Korn. With one judgment we had a thought for a spot. The campaign, that was combined in partnership with a London promotion group bbh, celebrates a impulse of artistic inspiration, that in a box of a A7 unequivocally did start with a vacant piece of paper. In this box a peep of impulse was also all a communicators needed. The judgment thought for a Paper Liberation mark is a many extemporaneous one we have ever implemented, says Korn.