Audi India releases integrated 3D campaign for A8L launch

Note you will need anaglyph 3D glasses to view the full effect.

Creativeland Asia won the business following a multi-agency pitch in July last year. 

The TVC opens with a man taking a deep relaxing breath. His pupils dilate as he becomes aware of something off screen and gets swept off his feet. As he hangs in mid air, the A8L model starts assembling around him, gains mass and finally drops to the floor. Throughout the assembly, the man is mesmerised by every little detail of the car, in 3D. When the car is completed, the man releases his breath, resembling the tagline 'Advanced state of mind'.

Referring to Abraham Maslow's hierarchy of needs, a release states that the campaign concept places safety at the base, above that the need to achieve and flaunt status, then aesthetics and form followed by the need for self actualisation at the top, captured by the tagline.

Creativeland Asia has also created a 3D microsite where users can interact with the car in 3D. In addition to a 3D iPad app and upcoming mobile versions of the site, the agency has also created a direct mail complete with Audi anaglyphic 3D glasses and a 3D brochure, inviting recipients to experience the car in 3D online.

The 3D experience continues in showrooms on touch screens and 3D screens to deliver a 3D walk-through of the car. 

“We are happy by this positioning strategy from Creativeland. Self actualisation is an advanced state of mind where you feel that mundane things hold little value and you seek peace in small intrinsic details. This is when the senses regain their lost powers after years of materialistic pursuit. For the Audi A8 L buyer, it is the state where he is the centre, where his senses open out and he finds pleasure in the little details,” said Michael Perschke, director, Audi India.

Credits: 

Project Audi A8 L - The advanced state of mind
Client Audi India
Agency Creativeland Asia
Production house Crocodile Films/ The Mill London