In the automotive world, words like "all-new" have become bankrupt. Seems every year a car brand comes out with an all-new version of an existing model and yet, there's very little that's new about it. However, that wasn't the case with the new Audi A8. It had actually been completely overhauled and filled with smart, new innovations. So in launching this latest incarnation of the Audi line-up, we set out to show people just that - that the A8 had every reason to be called new. 

In addition to a print campaign that showcased different key innovations about the car, we took to the digital landscape with rich, interactive first-of-its-kind creative to allow people to experience those innovations first hand.