Audi: Labyrinth

Audi Adaptive Light with lighting directed by GPS. Anticipate the road.

Advertising Agency: DDB, Spain
Executive Creative Director: Fernando Barbella
Creative Directors: Alejandro Arriagada, Jaume Badia
Art Director: Fernando Alcazar
Copywriter: Xavi Gimeno
CGI: Lucas Pigliacampo

Published: 
October 2011

9 comments

andylefty's picture
andylefty
4535 pencils

Don't really get this. Can someone explain? I thought it was a microchip made to look like a city.

mr.x's picture
mr.x
996 pencils

I like the idea, but the art direction is somewhat confusing. Like andylefty said, it kind of looks like a microchip. Audis adaptive light changes angle with help by GPS.

Taylormade's picture
Taylormade
408 pencils

I like the visual. I just think it's a bit convoluted a way to explain that product feature. I could see how the city-as-maze would have worked nicely when they first launched GPS. But this seems like a bit of a forced fit.

Karelgp's picture
Karelgp
123 pencils

NO se deja entender la idea

talkingisfree's picture
talkingisfree
2710 pencils

not clear

refused's picture
refused
28 pencils

Great idea!

adxavi's picture
adxavi
12 pencils

yeees! great ad!

congrat!

cvchitale's picture
cvchitale
1418 pencils

@Andyleft: Jst take a look at the light getting into the building lybrinths and then getting out at the end...it is anticipating the surrounding and making the lights move...

florp's picture
florp
2 pencils

wow, what a coincidence. i had the same idea two years earlier:

http://www.behance.net/gallery/The-future-of-the-automotive-industry/6...

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