With the world bingeing TikTok and The Last Dance indoors, Audi sought a way to reconnect their house-bound customers with the freedom of the open road. Together, we created The Drive: a 4-hour long film which allows customers to experience the soothing nature of a long road journey from the safety of their homes, during the Coronavirus lockdown.
Inspired by the slow TV movement, The Drive takes you on an immersive road journey through breathtaking Australian landscapes in an Audi A6. The film was shot in the NSW Central Tablelands by director Luke Bouchier at Finch, who used multiple cameras to replicate the experience of driving the car.
With a high level of restrictions in place at the time of filming, we used a small crew of just four people (two per car), following the government regulations which were in place to ensure the utmost health and safety of the team. To enhance the mood of the drive, the film was scored by composer John Hassell, from his studio in Marseille, France – where he is currently in isolation too.
Our first collab with Audi since we were appointed to the account in January, The Drive tapped into our shared ambition to give customers a more personalised experience and grow their community through innovative storytelling.
Part of the appeal for using a long, slow TV-style approach was to tap into the zen nature of the movement. By encouraging a moment of calm in an otherwise frantic climate, we could satisfy a desire that people were craving more than ever. People and publishers alike felt the zen of The Drive including AdAge, GQ, Fast Company and more.
In the words of our managing director, Suzie Shaw: “These are truly unprecedented times, when we’re all trying to figure out how to maintain some sort of continuity in our lives. And in times like these, rather than try to sell people something, we have been focussing on how to make their life better. So at a time when people can’t get out on the open road, we thought we’d bring the open road to them.”
So next time you want to mentally stretch your legs, why not drive instead?
Brand – Audi Australia
Agency – We Are Social Australia
Production Company – Finch Company
Post Production – Atticus (part of Finch)
Senior Communications Executive / Driver - Sean McEver
We Are Social Australia
Managing Director - Suzie Shaw
Executive Creative Director - Edu Pou
Senior Editor / Creative - John Agnew
Producer - Thea Carone
Designers - Matt Geersen and Oliver Ryan
Executive Producer - Thea Carone
Account Director - Jess Steele
Account Manager - Jarryd Patel
Director - Luke Bouchier
DOP - Jordan Maddocks
Executive Producer - Camilla Mazzaferro
Production Manager - Franceska Walker
Executive Producer - Amelia Bromley
Editor - Matt Bennet
Composer / Sound Design - John Hassell