The New A8, Audi’s great flagship. The briefing was tough, we had to focus on pure high-technological benefits explored through a human perspective. The insight that true innovation sets you free so you can focus in what really matters was transformed into a bold provocative statement, “Forget the car”. During this classic copywriting campaign we used provocative headlines to explain Audi’s new, high-tech features and communicate its single purpose: simplifying your daily life so you can spend more time on the important things in life, like… like… well, you know better than anyone else. It’s your life.