Audi defends its "red dot: client of the year" title of honour
This year the “red dot: client of the year” title of honour was awarded for the second time in the history of the “red dot award: communication design”. In 2010, red dot bestowed the title on AUDI AG, which shapes global markets through its investment in creative and innovative communication work. In 2011, the “company with the four rings” succeeded in defending the sought-after title.
Success proved them right: The automobile manufacturer is devoted to quality and diversity – not only with its products, but also in its communication. This is reflected once again in the numerous unusual works that Audi presented this year, which are both high quality and progressive in character. “From the installation in a public space to the print campaign: The automotive company works with the industry’s most creative heads, ensuring that it remains unique and incomparable. Audi’s reward is that it has deservedly won the title of honour of ‘red dot: client of the year’ for the second year in a row”, emphasises Prof. Dr. Peter Zec, initiator and CEO of red dot.
This is not the only success from the prior year that Audi managed to repeat: together with its design agencies, the sophisticated premium brand collected nine red dot distinctions – more than any other company in the “red dot award: communication design 2011”. In the last ten years, the company has excelled with a total of 58 awards. Thus, it continues to display a wide communication offering with consistently high design standards that have filled the international red dot jury with enthusiasm.
The “red dot: best of the best” distinction, which enjoys global esteem, was granted to two unusual pieces of work. The first is “Qube 3”, a temporary building cube (realised by the agency KMS Team) that translates the features of the new Audi Q3 into a spectacular spatial experience, and the second is the performance installation “Outrace”, which involved Audi transporting eight robot arms from the production halls into the middle of Trafalgar Square in London. The arms used LED light traces to project text messages into the sky that visitors were able to send in beforehand via smartphone – an outstanding communication achievement by Audi that even received a “red dot: grand prix”, which is the highest individual award in the competition. The suspense was huge until the end, as all of the “red dot: grand prix” winners haven not been announced before 7 October 2011 in the Konzerthaus Berlin.
“At last year’s award ceremony, I already said that we wanted to win the ‘red dot: client of the year’ title again in 2011. This year, we repeatedly used an element of surprise in our communication in order to create new and exciting perspectives of the four rings of Audi. We are delighted and extremely proud that red dot has once again honoured our achievement with this title of honour this year – a distinction that is bestowed rather than applied for”, said Lothar Korn, the head of marketing communication at AUDI AG.