audi brand book

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Inspired by the creative brief

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Page 1: Audi Brand Book
Page 2: Audi Brand Book

Somehow, we’ve convinced ourselves

Page 3: Audi Brand Book

that driving is a very serious matter.

Page 4: Audi Brand Book
Page 5: Audi Brand Book

We’ve come

to believethat things like reputation are supreme-

that a car’s integrity is measured by what others think,

Page 6: Audi Brand Book
Page 7: Audi Brand Book

Instead of what our gut senses.

Page 8: Audi Brand Book

We’ve let road creWs and rush hours and housing developments in Which We had no say in their making

Page 9: Audi Brand Book

We’ve let road creWs and rush hours and housing developments in Which We had no say in their making

reinvent driving as a chore.

Page 10: Audi Brand Book
Page 11: Audi Brand Book

We’ve forgotten hoW

it should make us

feel

Page 12: Audi Brand Book

how our feet should become the pedal that becomes the road,accelerating faster and faster across that limitless, asphalt expanse spread wide before us,aching for our direction.

Page 13: Audi Brand Book
Page 14: Audi Brand Book

How we sHould notice

every flaw and curve in tHe land winding under us,

Hugging eacH incH close.

Page 15: Audi Brand Book
Page 16: Audi Brand Book

How we sHould find pleasure

in tHe unmapped routes

tHat indulge our wHims,

forcing us to trust wHat’s

unfamiliar

Page 17: Audi Brand Book
Page 18: Audi Brand Book

Only by experiencing this fOr Ourselveswill we remember that we drive

Page 19: Audi Brand Book

simply for the joy of it.

Page 20: Audi Brand Book
Page 21: Audi Brand Book