Audi - Blue Ribbon sailing race prints
The story: Blue-ribbon Sailing race is Central Europe’s largest lake-based sailing event
that takes place every year on Lake Balaton in Hungary. Audi is one of the main sponsors for the race.
The task: Create a print campaign series that is meaningful for both Audi and the Blue-ribbon sailing race,
while displaying smart and premium qualities.
Background: Audi’s corporate image (CI) received a face-lift in 2016 and gained a cleaner,
at design for the logo, instead of the earlier visible metallic look. At the same time,
the logo could be used much morefreely on the various media platforms.
Print campaign 2015: The main idea was to play around with the shackle found on sailing boats. The shackle consists of a metal loop and is required to safely tie the ropes around it. I expanded the shackle with three more loops to resem- ble the logo of Audi and also convey the message that Audi’s Quattro technology meant stability for the owner. The specialty of the shackle in the campaign was that I created it from scratch in Photoshop to make it appear real.
The print campaign was awarded at Hungary’s Hypnosis Ad Festival in 2015.
Print campaign 2016: water is an unavoidable component of a sailing race.
Water equals H2O. Throughout the print campaign, I played around with the H2O letters only, and replaced the letter ‘O’ with Audi’s new logo, which was a perfect compliment to the new, clear design. The message was clear: Audi also navigated the waters perfectly well. Their love is water-based sports. I focused on maintaining a clear visual world with the print campaign that I nd exceptionally important for
a premium brand’s communication.
Water equals H2O. Throughout the print campaign, I played around with the H2O letters only, and replaced the letter ‘O’ with Audi’s new logo, which was a perfect compliment to the new, clear design. The message was clear: Audi also navigated the waters perfectly well. Their love is water-based sports. I focused on maintaining a clear visual world with the print campaign that I nd exceptionally important for
a premium brand’s communication.
Print campaign 2014: I played around with the ropes holding the boat and showed not one, but four ropes to display stability for the sailing boat and hence draw a parallel with Audi’s Quattro technology in Audi’s unique models.
