Audi, a regular winner of awards for both its car design and its marketing activities, is seeking to ensure that this tradition continues by investing in the next generation of creative talent.
As part of an Audi-sponsored project at the world-renowned Art Center College of Design in Pasadena, California, USA, young designers and marketers have presented their ideas of how the Audi brand will look in the near future.
Entitled “Audi 2010 - the future of the sedan”, the project brought together 20 students from the Transportation Design, Advertising and Film Departments at the College. The six teams of students were tasked with developing both design and marketing concepts for an Audi sedan for the year 2010. Internships with Audi were the prize for those students that delivered the best work.
“Audi challenged the students to apply their creativity within clearly-defined parameters, just as they will have to during their working lives,” said Hans Berger, head of Brand Strategy at AUDI AG and responsible for Art Center College of Design project.
The students were divided into multi-disciplinary teams and challenged to deliver integrated design and marketing concepts for an Audi sedan for 2010 which:
- has space for four adult passengers
- competes in the compact executive segment
- is a further development of the current Audi design architecture
- is consistent with the Audi brand philosophy
“We wanted to encourage these young designers and marketers to work together from the very start of a new car concept, from the very first blank sheet of paper,” continued Mr. Berger. “The free-flow of ideas between the students from different faculties brought a fresh new dynamic to the creative processes of both the design and marketing disciplines.”
The winning car design was created by Korean student Dong Park. The judges particularly liked the way he blended the sporty character of the Audi brand with the interior space requirements of sedan customers. His seat design, which was influenced by the shape of snowboard bindings, was a notable feature. Dong Park was awarded an internship at Audi’s Advanced Design Studio in Simi Valley, California.
Egyptian student Kareem Bahbah developed an integrated communications campaign that featured TV advertising, print advertising and promotional materials. For his work on the Audi project, Kareem Bahbah was awarded an internship at McKinney, Audi of America’s North Carolina-based advertising agency.
As interns, the two students will experience life within one of the most dynamic premium brands on the market. Compared to its competitors, Audi has the newest model range and is preparing to launch six new vehicle concepts over the next 36 months. Dong Park and Kareem Bahbah will be part of this exciting development of the Audi brand.
About Audi and Art Center College of Design
Audi, based in Germany in the Bavarian city of Ingolstadt, is one of the world’s leading premium brands. The company is globally orientated with production facilities in Germany, Hungary, China and Brazil, and has a lengthy tradition of design leadership.
Art Center College of Design, a leader in art and design education for nearly 75 years, offers undergraduate and graduate degrees in a wide variety of art and design disciplines, as well as Public Programs offering design education to all ages and levels of experience. Integral to Art Center’s core curricula is a commitment to providing its students with the skills to embrace change and address real-world issue. Art Center College of Design is located in Pasadena, California, with classes held at its original Hillside Campus and its new South Campus in downtown Pasadena.
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