Audi A5 Rhythm Of Lines

www.rhythmoflines.co.uk

The Audi A5 advert is consisted of animated coloured lines dancing smoothly around creating the outline shape of the new Audi A5. The piece is very abstract and is combined with soothing piano music in the background.

The agency behind the advert are Bartle Bogie Hegarty who were asked to, "BBH was tasked to drive the sophisticated brand image by enforcing the Vorsprund durch Technik ethos, as well as highlighting the elegance of the car. Audi also wanted the agency to capitalize and increase the emotional response this car invokes in customers and to celebrate the special shape of the A5, presenting the single minded communication of this in TV, press, outdoor and online". (www.campaignlive.co.uk/thework/news/885650/Audi-rhythm-lines-Bartle-Bogie-Hegarty)

To go along with the theme of rhythm of lines, Audi have created a website to back up the television adverts. On www.rhythmoflines.co.uk, you can create your own lines using the keyboard and mouse and save the animation on the website. I think this is a great idea and can be used by a completely different audience to the target audience. Maybe the target audiences children would use this website, which will be seen by the parents too to promote the car.

The artistic and abstract approach is something I am really influenced and want to incorporate into my final major project. The clean aesthetic and use of lots of white space is also something I am interested in and will again will try and use in my own projects.