South African roads can be hazardous, especially at night. This is compounded by pedestrians and animals crossing urban and rural roads that are badly lit.
We were briefed to create an awareness campaign for Audi Night Vision Assistant which detects objects in the drivers path and makes them visible. Instead of producing a traditional print campaign, we took advantage of the interactivity of the mobile tablet platform. The campaign is based on the insight that our eyes trick us at night when distances are hard to judge. We’re deceived into seeing one thing, which is actually something completely different.
Readers would come upon the ad while paging through a digital magazine publication. They would see a dark road with no obstacles in front of them, and only the horizon in the distance. They would then be encouraged to switch to Audi Night Vision. An object they thought was on the horizon was actually something right in front of them. This dramatized the necessity for Audi Night Vision Assistant on South African roads.
Chris Gotz – Chief Creative Officer
Nicholas Wittenberg – Group Creative Director
Prabashan Gopalakrishnan Pather – Creative Director
Jacques Massardo – Creative Director
Iain Alman – Digital Producer
Gavin Haywood – Retoucher
Robert Martin – Hogarth Worldwide – Editor
Refiloe Chakela – Hogarth Worldwide – Agency Producer
Ryan Rabinowitz – Account Director
Fred Cilliers – Digital Designer