Audi Encourage Young People to 'Live Life to the Fullest'

Audi Japan and Wieden+Kennedy Tokyo have launched a campaign for Audi’s entry model, the ‘Audi A1 Sportback.’ The creative was developed to target young people who are design-oriented and love driving experiences. 

A1 is colourful and vivid, big and bold. The car features a sporty look and comes in a variety of colours, equipped with advanced driving assistance and safety systems for increased driving comfort. The A1 Sportback is an entry model car, most affordably priced in Audi’s range. 

The campaign tagline ‘Live Life to the Fullest’ aims to ignite the minds of Japanese consumers in their 20s and 30s who have multiple interests in things including driving cars. It aims to inspire and support the passion of the young, modern audience to look at their world positively, and live their life to the fullest in both work and leisure. 

The film combines action shots of young people living life to the fullest in their world, with a voiceover in both male and female voices about their determination to live their life positively.

We integrated the communication into cultural topics of Music, Travel, Fashion and Sports where our target audience invests most of their time and money. Our aim was to generate curiosity for Audi among the new audience who are out to enjoy new experiences by communicating in media where Audi has not communicated before. 

On Sunday December 1st, Audi held an event offering contents related to music, fashion, travel and sports at Shibuya’s iconic fashion complex PARCO in partnership with HYPEBEAST, one of the most prominent media of street culture.