{"id":1383,"date":"2020-11-16T14:21:38","date_gmt":"2020-11-16T12:21:38","guid":{"rendered":"http:\/\/news.audimiddleeast.com\/en\/article-copy-2-copy-copy-copy-copy-copy-copy-copy-copy-copy-copy-copy-copy-copy-copy-copy-copy\/"},"modified":"2020-12-30T14:29:44","modified_gmt":"2020-12-30T12:29:44","slug":"new-brand-campaign","status":"publish","type":"post","link":"https:\/\/news.audimiddleeast.com\/en\/new-brand-campaign\/","title":{"rendered":"Re-orientation of the Brand Takes Shape"},"content":{"rendered":"[vc_row][vc_column]\r\n<div class=\"sh-text-with-frame\" id=\"text-with-frame-n3rvyfZuIl\">\r\n\t<div class=\"sh-text-with-frame-container\">\r\n\t\t\r\n<h2>Re-orientation of the Brand Takes Shape \u2013 Audi Starts a New Brand Campaign<\/h2>\r\n\t<\/div>\r\n<\/div>\r\n            <style type=\"text\/css\">\r\n                #text-with-frame-n3rvyfZuIl .sh-text-with-frame-container {border-color: rgba(255,255,255,0.07);}#text-with-frame-n3rvyfZuIl .sh-text-with-frame-container p {}            <\/style>\r\n        [vc_column_text el_class=\"article-copy\"]\r\n<ul>\r\n \t<li><strong>Global brand campaign visualizes Audi\u2019s brand strategy<\/strong><\/li>\r\n \t<li><strong>\u201cFuture is an Attitude\u201d is our communicative approach for future campaigns<\/strong><\/li>\r\n \t<li><strong>Henrik Wenders, SVP for Audi brand: \u201cBy refining our brand strategy we give a <\/strong><strong>contemporary definition to \u2018Vorsprung\u2019 and make ourselves ready for the future\u201d<\/strong><\/li>\r\n<\/ul>\r\n[\/vc_column_text][vc_column_text el_class=\"article-copy\"]<strong>Dubai, October 5<sup>th<\/sup>, 2020: Audi is redefining \u201cVorsprung\u201d and putting people with their values and needs at the heart of the refined brand strategy. Sustainability, digitalization and design continue to be the core themes. The transformation towards sustainable and digital premium mobility is emphasized in the new global brand campaign with the slogan \u201cFuture is an Attitude\u201d. Furthermore, the re-worked corporate identity will be globally visible for the first time.<\/strong>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_single_image image=\"1396\" img_size=\"full\" alignment=\"center\"][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text el_class=\"article-copy\"]\u201cBy refining our brand strategy we give a contemporary definition to \u2018Vorsprung\u2019 and make ourselves ready for the future \u2013 for a new automotive era and for our customers,\u201d says Henrik Wenders, senior vice president for the Audi brand. The purpose, he continues, is to improve people\u2019s lives through technology and to make a contribution to society. Audi\u2019s ambition is to shape the future of premium mobility and to create fascinating experiences.\r\n\r\nWith its global campaign, the Audi brand is showing the way to an electric, digitalized and emotional future. In addition to current models such as the Audi e-tron Sportback, visionary vehicles such as the Audi AI:ME and Audi Q4 Sportback e-tron concept are also on view. They represent the innovative power of the brand. The protagonists are Audi employees like head of design Marc Lichte, who are the authentic embodiment of Audi\u2019s attitude.\r\n\r\nUnder the communicative approach \u201cFuture is an Attitude\u201d, Audi will unite worldwide marketing activities from now on, while taking account of cultural and country-specific requirements. \u201cVorsprung durch Technik\u201d will remain the brand claim. The Hamburg agency thjnk is\r\n\r\nresponsible for its creative implementation. The campaign will be conducted through all channels of communication, from TV to the digital platform. On the newly launched website progress.audi, all contents of the campaign will be gathered, and further background stories will be offered to users.\r\n\r\nIn the framework of the new brand campaign, the re-worked Audi corporate identity will be visible globally for the first time. Its presentation is guided by the brand\u2019s progressive premium image. The reduced, clear style will be evident in a new visual language.\r\n\r\n&nbsp;\r\n\r\n<strong><u>Notes for Editors:<\/u><\/strong>\r\n\r\n<strong>Credits:\r\n<\/strong>Creative agency: thjnk Hamburg GmbH\r\nProduction: ANORAK Film GmbH\r\nDirector: Hanna Maria Heidrich\r\nEditing: loved GmbH\r\nPost-production: The Mill (London); KATALYST (Berlin)\r\nAudio: Andreas List, Felix Bauer, Musik und Sound Design\r\nMusic supervision and direction: gate.11 audio-visuelle kommunikation GmbH\r\nLink to <a href=\"https:\/\/youtu.be\/pWaHZ2oRE7s\">film of the brand campaign<\/a>\r\nLink to website <a href=\"https:\/\/bit.ly\/3jwsRJG\">progress.audi<\/a>[\/vc_column_text][\/vc_column][\/vc_row]"},"excerpt":{"rendered":"<p>Audi is redefining \u201cVorsprung\u201d and putting people with their values and needs at the heart of brand strategy.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[60,44,107,106],"acf":[],"_links":{"self":[{"href":"https:\/\/news.audimiddleeast.com\/en\/wp-json\/wp\/v2\/posts\/1383"}],"collection":[{"href":"https:\/\/news.audimiddleeast.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/news.audimiddleeast.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/news.audimiddleeast.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/news.audimiddleeast.com\/en\/wp-json\/wp\/v2\/comments?post=1383"}],"version-history":[{"count":11,"href":"https:\/\/news.audimiddleeast.com\/en\/wp-json\/wp\/v2\/posts\/1383\/revisions"}],"predecessor-version":[{"id":1677,"href":"https:\/\/news.audimiddleeast.com\/en\/wp-json\/wp\/v2\/posts\/1383\/revisions\/1677"}],"wp:attachment":[{"href":"https:\/\/news.audimiddleeast.com\/en\/wp-json\/wp\/v2\/media?parent=1383"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/news.audimiddleeast.com\/en\/wp-json\/wp\/v2\/categories?post=1383"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/news.audimiddleeast.com\/en\/wp-json\/wp\/v2\/tags?post=1383"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}