Audi challenges the conventions of automotive advertising with its latest campaign, Car Couture. Created by BBH and launched during fashion week, the campaign avoids glossy car shots and instead showcases craftsmanship, innovation, and performance by blending high fashion with automotive design.
What’s the core idea behind “Car Couture”?
The campaign reimagines Audi car parts as a flat lay dressmaking pattern, linking the precision of engineering with the elegance of fashion design. It’s a sophisticated way of positioning Audi as more than an automotive brand—one rooted in culture and craftsmanship.
How was the message brought to life?
Illustrator James Carey collaborated with a professional pattern cutter to create the visuals. By presenting Audi components like pieces of a couture garment, the creative highlights the brand’s commitment to design detail and innovation beyond traditional advertising.
Why does this campaign resonate with audiences?
Because it breaks expectations. Instead of relying on speed or glossy finishes, Audi elevates the conversation to cultural relevance—proving that design and innovation can be communicated through surprising creative language tied to fashion moments.
What’s the brand perspective on this rollout?
By positioning itself within fashion week, Audi shows it is not only a leader in performance but also in style and design. The campaign signals that the brand understands how to participate in cultural conversations in unexpected and stylish ways.
How does the campaign scale across channels?
The rollout spans OOH, DOOH, print, and digital, with key placements around fashion week venues. By merging automotive and fashion narratives, Audi ensures visibility among both car enthusiasts and style-conscious audiences.
Final thoughts: Can cars become couture?
With Car Couture, Audi proves that automotive advertising can go beyond tradition. By blending performance with cultural aesthetics, and using OOH as a storytelling stage, the brand makes a bold statement: innovation and fashion craftsmanship are cut from the same cloth.
FAQs about this campaign
What is Audi’s ‘Car Couture’ campaign about?
The campaign reimagines Audi car parts as a dressmaking flat lay pattern, linking performance and craftsmanship to high fashion design.
Who created the campaign?
It was developed by BBH and illustrated by James Carey, in collaboration with a professional pattern cutter.
Why does this campaign stand out?
It breaks automotive advertising norms by connecting cars to fashion, showing innovation beyond glossy car shots.
How does OOH play a role?
The campaign leverages OOH and DOOH placements during fashion week, ensuring Audi’s presence in cultural and style-focused moments.
What can brands learn from Audi?
That stepping outside category conventions and tapping into cultural conversations can elevate brand relevance and visibility.
Craft emotive OOH that resonates
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