Next Level quattro

Description

The Audi press conference at NAIAS 2016 focussed on reinforcing Audi brand values. Audi’s quattro technology formed the core theme of the show, representing the essence of the Audi brand: A pioneering spirit with the courage to break new ground. Backed by Apollo 17 commander Cernan, Audi is launching the Next Level quattro by sending its flagship technology on a “Mission to the Moon”, bringing its expertise to this inspiring 21-century venture – in the form of the Audi Lunar quattro Rover.

Statement of the jury

The connection of brand and product with the space programme is fascinating and was staged in a manner that would appeal to the public with an appropriate use of media.