With everyone stuck indoors, there is little doubt that daydreams about the freedom of the great outdoors are floating through a lot of heads. Audi Australia and We Are Social Australia are offering people a doable holiday. A virtual road trip across Australia.
The Drive is not just a two-minute edit that leaves you longing. It’s a four-hour-long slow view film that lets people experience the soothing nature of a long road trip, enjoying the sights of grassy meadows, trees, cows and even an Australian country town.
The film was shot in the NSW Central Tablelands by director, Luke Bouchier, at Finch, using several cameras to replicate the experience of driving the car – but enjoyed from their own home. To enhance the mood of the drive, the film was scored by composer, John Hassell, from his studio in Marseille, France, where he is currently in isolation.
Part of the appeal for using a long, slow TV-style approach was to tap into the zen nature of the genre at a time when people seem to be craving it more than ever – encouraging a moment of calm in an otherwise frantic climate.
“During this difficult time for many of us, Audi wanted to create an innovative way of bringing the iconic Australian road-trip to people in their homes,” explained Nikki Warburton, chief customer and marketing officer at Audi Australia.
“The Drive is a digital concept that allows customers to experience the pleasure of the open road from the confines of their home, and to hopefully offer Australians some tranquillity and mental wellbeing during these uncertain and unsettling times.”
This is the first collaboration between Audi and We Are Social since it was appointed to the social media account in January. It taps into the partnership’s ambition to give Audi customers a more personalised experience and grow an engaged community through innovative storytelling.
Edu Pou, executive creative director at We Are Social, teamwork is at the heart of The Drive, commented, “Not only has our partnership with production house Finch been fantastic, but the passion from the team at Audi has been key to driving this project forward. Literally – our client Sean is the one behind the wheel in this film.”
Note: The Drive was recorded two weeks ago, with a small crew of four people – two per car – and followed the latest government advice on social distancing at the time.
The film was screened live on Audi Australia Facebook:
Audi Australia YouTube:
Credits
Agency: We Are Social Australia
Managing Director: Suzie Shaw
Executive Creative Director: Edu Pou
Senior Editor & Creative: John Agnew
Designers: Matt Geersen & Oliver Ryan
Executive Producer & Thea Carone
Account Director: Jess Steele
Account Manager: Jarryd Patel
Client: Audi Australia
Chief Customer and Marketing Officer: Nikki Warburton
Corporate Communications Manager: Shaun Cleary
Senior Communications Executive (Online): Sean Mckeever
Senior Communications Executive: Peta Frost
Production Company: Finch
Director: Luke Bouchier
DOP: Jordan Maddocks
Executive Producer: Camilla Mazzaferro
Production Manager: Franceska Walker
Post Production: Atticus (part of Finch)
Executive Producer: Amelia Bromley
Editor: Matt Bennet
Composer & Sound Design: John Hassell
