Audi (global campaign) - Professional project
Brand communications and strategy on Audi x Goodwood FoS
Images and videos by REBEL Media
How do you stand out when every car brand is there?
You do something different.
Audi goes British at Goodwood Festival of Speed
Strategy, delivery and impact
The challenge
Goodwood Festival of Speed is one of motorsport’s most heritage-rich environments, where credibility is earned through cultural understanding rather than scale or spectacle. As a global activation delivered in collaboration with Audi AG, the challenge was to define how Audi should show up in a distinctly British setting without overpowering the event, while still delivering a meaningful brand presence that could scale beyond the UK.
Strategic response
As UK brand lead, I played a key role in shaping the strategy and creative direction, working closely with Audi AG and REBEL Media. Rather than imposing a global brand formula, we defined an approach rooted in cultural fluency, positioning Audi as a respectful participant in Goodwood’s traditions. The strategy prioritised subtle integration over dominance, allowing Audi to feel authentic to the event and stand out by fitting in.
Activation & delivery
Alongside creative delivery, I took ownership of removing operational constraints that could have jeopardised the activation. By unblocking cross-border vehicle logistics from Germany and resolving timing and compliance challenges in advance, I made the ‘First Glance’ activation possible.
Leading on the ground coordination ahead of and during the shoot enabled a live production model. Content was shot, edited and distributed in near real time to Audi markets globally throughout the festival, allowing teams to focus on craft while delivering a seamless, globally connected activation at pace.
Impact
The activation outperformed KPIs and key competitors, delivering stronger than expected reach and engagement both on site and across digital channels, while generating positive sentiment for Audi’s confident and culturally native presence at the festival.
Beyond individual metrics, the project proved that heritage-led events can be activated through cultural understanding rather than scale, improving budget efficiency and establishing a repeatable model for future global motorsport and sponsorship activations.
Creative showcase
“Always dress the part”
Not just a video tag line, a philosophy we stayed true to. Four reels, each with an unmistakably Audi twist on iconic British cultural moments, designed to feel at home at Goodwood and beyond.
Audi RS models
