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AUDI – Rhythm of Lines

Audi has launched a new campaign for the launch of the new Audi A5 called The Rhythm of the Lines from Audi UK. Part of the integrated campaign is RhythmOfLines.co.uk which mimics the line based visual style of the beautiful and minimal commercials while adding some really nice interactivity that lets you create your own line art. You use your keyboard to control the color and direction of the lines and at certain points in the experience you will see subtle outlines and shapes of the new A5. It is a brave and commendable move by the agency and the client that the design is so purely experiental with a beautiful minimal design that even foregoes any obvious branding like the Audi logo. Because of this the subtle promotion of the car it is almost more impactful than filling the page with photos and specs because it creates such a strong brand impression.

2 Comments

  1. Josh Shaner

    July 13, 2007 at 6:49 am

    Earlier, Steven, I happened to visit “Rhythm of Lines” while browsing for information on the new S5 being released soon (Audi is a passion of mine). My first impressions of the site were “slow” “boring” and eventually “Zzzzz…”
    I can see the campaign being artistic in every sense yet I don’t think it will make much of a splash with the public. Building your own line art is, in itself, a days worth of practice and the site is bland. I’m an Audi owner and I am not bland. The concept of line art in auto advertising isn’t new, just look at Infiniti, they’ve been doing their brush stroke for at least a year now. I like the idea, and I think you’re definitely right about it being “bold.” If only it were a different concept and not one already being done by the competition.

  2. Anonymous

    July 13, 2007 at 12:33 pm

    what ever happened to the review of the Windows Table? I check daily and get nothing.

    Come on! Make good our your promise I’m curious to know what you thought.

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Creative Director, Designer, Brand Builder, Speaker, Podcaster, Crazy One. As a designer, I have 20+ years experience creating the strategy, concepts, and designs for award-winning integrated global advertising campaigns, building multiple global Fortune 500 brands and creating innovative digital experiences. As a leader, I have 15+ years transforming agency and client-side teams using a mix of creativity, business strategy, process and political skill to create innovative, world-class work and cultures that change industries and companies. My clients have included American Airlines, W Hotels, Disney, Citi, ExxonMobil, Acura, Old Navy, Nationwide Insurance, Verizon, Subaru and many others. My work has received over 150 international awards, my app designs have been named as one of the World’s 100 Greatest Apps, Apple has featured my work in 9 keynotes, 4 TV commercials and more.

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