72andSunny has won the global pitch for the Audi 2020 creative campaign. Its task will be to revitalise the brand throughout the world and that job will be led by the network’s Amsterdam agency. Audi’s creative account has been led by Venables Bell & Partners in the US since 2016. In May, Audi put its creative account out to pitch in the UK, with incumbent BBH up against Engine, M&C Saatchi and VCCP. Leo Burnett London, Mother, MullenLowe, Lucky Generals, Ogilvy, Saatchi & Saatchi London and VMLY&R declined to pitch. 303 MullenLowe has handled the Audi account in Australia since May 2017. In September this year, independent agency, Wolfking, created the campaign to launch the new Audi S.
72andSunny’s first campaign will re-establish the Audi logo and redefine Audis Vorsprung durch Technik (advancement through technology) slogan. Vorsprung durch Technik has been the company’s strapline since it was created by BBH co-founder, John Hegarty, in 1982 and officially trademarked as the brand’s slogan since 201o, after a seven-year legal battle. The four rings logo was created in 1932, when four car-makers – Audi, DKW, Horch and Wanderer – combined to form the Audi we know today.
“Vorsprung is globally becoming more and more a question of perspective, of an inner attitude,” stated Sven Schuwirth, head of digital business and customer experience for Audi, in a statement about the campaign. “That’s why we’re breaking new ground also in marketing, to recharge the Audi brand emotionally. Since its inception, we have been driving this project forward in an agile network with colleagues from all over the world. 72andSunny is the ideal agency for us to make these goals tangible in a major brand campaign.”
In its statement Audi wrote, “The pitch presentation of 72andSunny was very convincing. Besides excellent creative expertise, 72andSunny demonstrated deep understanding of Audi’s future ambitions. The agency presented a progressive marketing strategy and outlined inspiring ideas and surprising concepts in order to achieve our upcoming and ambitious marketing communication objectives.”