The Drive: Calming Australian Landscape Road Journey | Clapboard

The Drive

Description

The Drive is a captivating content initiative launched in Australia in April 2019 for Audi by the agency We Are Social, designed to immerse audiences in a serene and visually stunning road journey through the NSW Central Tablelands. This unique four-hour slow TV-style film invites viewers to experience the tranquility and expansive beauty of the Australian landscape from the comfort and safety of their own homes, driving the all-new Audi A6 Sedan. Directed by Luke Bouchier at Finch using multiple cameras, the production skillfully replicates the sensation of being behind the wheel, while the emotive score composed remotely by John Hassell in Marseille adds a deeply calming atmosphere. The campaign taps into the growing consumer desire for mindful, zen-like content during moments of heightened stress, offering a peaceful escape amid a hectic world. By embracing the slow TV genre, The Drive not only highlights Audi’s sophisticated automotive design and engineering excellence but also aligns the brand with themes of relaxation, connection to nature, and thoughtful innovation, reinforcing Audi’s position in both the automotive and public interest sectors. The hashtag #AudiTogether further emphasizes communal experience and solidarity, resonating with audiences seeking meaningful and immersive digital experiences. This campaign successfully marries visual storytelling with ambient soundscaping to create a compelling narrative that enhances brand perception while delivering genuine emotional value in challenging times.

Credits

Client

Audi

Agency

We Are Social

Managing Director

Suzie Shaw

Executive Creative Director

Edu Pou

Senior Editor

John Agnew

Art Director

Matt Geersen, Oliver Ryan

Producer

Thea Carone, Camilla Mazzaferro, Amelia Bromley

Account Management

Jess Steele, Jarryd Patel

Production House

Finch Company

Director

Luke Bouchier

Cinematographer

Jordan Maddocks

Crew

Franceska Walker

Post Production

Atticus

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