Audi is breaking new ground in electric vehicle (EV) advertising with a striking new out-of-home (OOH) campaign, designed by BBH London, to introduce its fully electric Audi A6 e-tron models to the UK market.
This campaign’s core message revolves around highlighting key features and technological advancements that place the Audi A6 e-tron at the forefront of the premium EV segment, especially focusing on its impressive range, fast-charging capabilities, and cutting-edge technology. The current installment creatively showcases the A6 Sportback e-tronʼs exceptional aerodynamic performance.
Rather than relying on conventional car visuals, BBH turned to a more imaginative approach. The OOH campaign ingeniously depicts a paper airplane folding guide, with the Audi A6 Sportback e-tron integrated into the design. When the paper airplane is assembled, the full form of the car is revealed, symbolizing its streamlined design.
PHD, the media agency managing the campaign, developed a strategic sequential media plan to maximize its impact. The goal was to pique the curiosity of commuters. High-dwell locations were selected to ensure that commuters first encounter a flattened version of the paper airplane design. Their journey then unfolds, so in later placements they would see the fully constructed airplane. The strategy includes rail, underground OOH placements supplemented by nationwide roadside media buys featuring the folded paper airplane design.
Uche Ezugwu, Creative Director at BBH, explained the rationale behind the campaign, saying, “The idea is bold, brave, and unapologetically different. Itʼs a quiet yet powerful expression of Audiʼs essence, capturing attention without the need for loud dramatization. Itʼs not just another car ad. It breaks the mold of what a launch should be, showcasing innovation and performance in the most refined, effortless way. For this to come from one of our Barn teams, is the cherry on the cake.”
Tony Moore, Head of Marketing at Audi UK, added, “This perfectly captures the Audi spirit—subtle, refined, and innovative. It showcases our dedication to cutting-edge design and performance, while reflecting our drive toward an electric future. The simplicity and elegance of this approach are unmistakably Audi.”
The innovative concept originated with Simon Finn and Matthew Chong, two junior creatives enrolled in BBH’s eight-month creative incubator course, Barn. This underscores how innovation can flourish when talent is given the freedom to experiment.
Credits Campaign title: Performance in a new light CEO: Karen Martin CCO: Alex Grieve CSO: Will Lion ECD: Felipe Serradourada Guimaraes Creative Director: Uche Ezugwu Barn Creative: Simon Finn Barn Creative: Matthew Chong Head of Design: Liam Thomas Designer: Jiwoo Kim Senior Strategist: Christina Shutti Client Managing Director: Bobbie Gannon Business Lead: Philip Mattinson Project Director: Lexy Fox Account Manager: Katie Headley Agency print producer: Micah Waring BBH Studios: Tristan Zamula/Toni Polain/Nigel Pullum/Paul Floyd Media agency: PHD
