Audi (global campaign) - Professional project
Idea to delivery lead for 45 years of quattro
This year marks 45 years of quattro, a technology that’s more than engineering, it’s part of Audi’s DNA. quattro has defined performance, control, and confidence for decades. But looking forward, the challenge is clear: how do we ensure the next generation feels the same emotional connection to quattro as those before them?
#quattroADVENTures
#quattroADVENTures
For the festive season, we answered that question with quattro Adventures. An Audi advent calendar of stories launched on 1 December 2025.
Twenty-four moments designed to bring quattro’s legacy to life, from Stig Blomqvist mastering a 500hp Group B icon to electric quattro reacting faster than human reflexes. Each chapter revealed a different expression of automotive mastery.
More than a campaign, this project invited audiences to rediscover quattro. Celebrating innovation, honouring heritage, and showing how a defining technology continues to evolve.
Strategy, delivery and impact
The challenge
As quattro marked its 45th anniversary, the key challenge wasn’t awareness, it was relevance. While quattro is iconic, research showed younger audiences lacked the same intense emotional connection to the technology, and budgets limited the scope for large-scale new production.
Strategic response
Rather than a single hero moment, I developed #quattroADVENTures, a social-first, story-led approach to rebuild emotional connection. By framing quattro through adventure, heritage and human stories, we combined newly shot hero content with smart reuse of assets to maximise budget impact while keeping the technology culturally relevant.
Activation & delivery
The campaign launched as an 24 part digital “advent calendar”, combining re-edited archive footage, mixed-media storytelling and an iconic hero video bridging legacy and progress. Leading internal stakeholders and agency partners, I ensured the content was scalable for wider market use while remaining tailored to UK channels, with no additional budget required.
Impact
Over 400k organic views in 24 days, making it one of Audi UK’s strongest organic performers ever. Beyond reach, it successfully reframed quattro as a living philosophy rather than a legacy technology, and demonstrated how cool, heritage-led stories can drive modern engagement, setting a blueprint for future activations.
The creative
Five cylinder heroes
To start our #quattroADVENTures journey, we delight our followers with cool archive footage of the heroes that made quattro famous. From the Queen of speed, Michèle Mouton tackling San Remo to Tom Kristensen debuting e-tron quattro at LeMans, this series of eight episodes is the ultimate hype edit to kick things off.
Today’s icons, tomorrow’s legends
An advent calendar concept means a lot of assets, so for speed and budget efficiency, we adapted some existing winter footage with UK licence plates into new mixed media carousels.
The ultimate quattro strength test
