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audi global

If artificial intelligence
could dream.

The all new Audi A5 is one of the most advanced cars when it comes to inbuilt AI. In order to create the Audi A5’s global launch campaign we follow the question: What if artificial intelligence could dream? Artificial intelligence – it is the bridge between man and machine, the perfect blend of computing power and human intelligence. But if AI can replicate all aspects of human intelligence, will it be sentient? Will it have conscious experience? Emotion? Will it dream? If it does indeed dream, what will it look like?

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The campaign

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shots

“A thrilling, aesthetically impressive journey through a world where AI turns dreams into reality.”

Digital Campaign 'Collective Reveal': On the Audi website we accumulated all the speculations, comments, tweets and articles that got shared over the digital channels. Every single comment created a particle. The particles slowly started to form the Audi A5 in the lead up to the car launch. A three dimensional deep dive mechanism allowed the users to explore the comment behind each particle. Digital billboards live streamed the A5 slowly getting formed.

Online Teaser Film: Leading up to the 'end of secrecy' we released a teaser throughout the digital and social channels sparking curiosity and driving traffic to the Audi website.

Showroom Installation: An interactive light installation made out of 3600 LEDs representing an artificial intelligence having its very first thoughts and dreams about the Audi A5.