In June of 2013, we pitched for the international digital relaunch of Land of Quattro platform. “All conditions are perfect conditions”, they say about Quattro. Being that gravity on the Moon is a sixth of the earth’s, thus reducing weight and therefore grip, we thought that Audi should demonstrate their technological capabilities and 4WD performance by sending a car to the Moon.
First, we researched whether the project was viable and then we gathered the courage needed to present an idea like this. Although we thought that Audi headquarter’s security team might be called on us, in the end we were applauded. And obviously, we lost the pitch. But the idea kept grooming inside Audi for almost two years, until the decision to go forward was made, and the project was officially announced by Audi Board member Luca De Meo in a Cannes 2015 Innovation talk.
