WITH the world confined indoors, Audi is offering a way to reconnect with house-bound Australians through the freedom of the open road. Together with partner social media agency We Are Social Australia, Audi Australia has created ‘The Drive’.
The 4-hour long slow TV film allows viewers to experience the soothing nature of a long road trip from the confines of their own home. ‘The Drive’ takes viewers on an immersive road journey through breathtaking Australian landscapes in an all-new Audi A6 sedan.
Shot in the NSW Central Tablelands by director Luke Bouchier at Finch, it uses multiple cameras to replicate the experience of driving the car. To enhance the mood of the drive, the film was scored by composer John Hassell, from his studio in Marseille, France.
Part of the appeal for using a long, slow TV-style approach was to tap into the zen nature of the genre in a time when people seemingly crave it more than ever – encouraging a moment of calm in an otherwise frantic climate.
“During this difficult time for many of us, Audi wanted to create an innovative way of bringing the iconic Australian road-trip to people in their homes,” Audi Australia’s chief customer and marketing officer Nikki Warburton said.
“The Drive is a digital concept that allows customers to experience the pleasure of the open road from the confines of their home, and to hopefully offer Australians some tranquility and mental well-being during these uncertain and unsettling times.”
This is the first collaboration between Audi and We Are Social since it was appointed to the social media account in January. It taps into the partnership’s ambition to give Audi customers a more personalised experience and grow an engaged community through innovative storytelling.
According to Edu Pou, Executive Creative Director at We Are Social, teamwork is at the heart of ‘The Drive’.
“Not only has our partnership with production house Finch been fantastic, but the passion from the team at Audi has been key to driving this project forward. Literally – our client Sean is the one behind the wheel in this film,” said Pou.
‘The Drive’ was recorded two weeks ago, with a small crew of four people – two per car – and followed the latest government advice on social distancing at the time.
