As the lead agency for Audi Belgium, we create year-round content for their e-magazine. We mainly write articles for their four main pillars - digitalisation, sustainability, performance and design - which we then include in the monthly Audi newsletter. Through the magazine, Audi drivers and interested parties not only receive information about the cars themselves, but are completely immersed in the world of the car brand.

Once a year we engage in a more out-of-the-box content project. In 2021 we focused on the sustainability pillar, in 2022 design was chosen as the main topic. Together with the customer, our creation team went in search of a partner to feature in the Audi "Crossroads" section - in which we feature stories about people or organisations that share Audi's philosophy and DNA. And in GOOSE we found the perfect partner: after all, the Kortrijk-based electro-rock group has been Audi ambassadors for years, and like the car brand, is quite fond of ... light.

For Audi, light is infinitely more than technology that helps carmanufacturs ensure drivers can see the looming roadway perfectly. In fact, the team of César Muntada, Head of Audi Light Design, is the driving force behind the continuous innovation of automotive lighting. Do they need lighting technology that doesn't yet exist? Then they simply invent it themselves. Thanks to their avant-garde work, Audi is always among the leading forces in the car industry. Thanks to the state-of-the-art LED lights designed by Muntada and his crew, their cars can communicate with the environment and with each other. They can adapt, and project messages on walls, for instance. That’s what we call communication. It creates emotions, and the right atmosphere.

That same philosophy fits perfectly with the way GOOSE's group members think about light. The electro-rock band from Kortrijk enthralls its live audience not only with beats and melodies, but also with a sophisticated light show masterminded by engineer Olivier Dumostier. Atmosphere, feeling, communication: here too, those words are key.

That’s why we gathered both Audi and GOOSE around the table with Bjorn Tagemose of Shoottheartist. As a filmmaker, the latter not only knows how to manipulate lighting to create the perfect shot, in his career he has often come up with concepts for live concerts. His input proved to enhance the synergy between Audi and GOOSE. So together, we came up with the story for a short film that serves as a prequel to the new music video for the GOOSE song 'Run Away'.

For the shoot of this production, we joined Bjorn Tagemose at Malle Airport, an old NATO reserve airport and nature reserve in Antwerp. Tagemose shot the dynamic drone images on location in Sweden.

To bring our film to the general public (and not just those who drive an Audi or dream of one), we used a broad range of channels - in two phases. We encouraged cinema-goers to watch the entire film online with a one-minute teaser spot, on social and other media (Facebook, Instagram, Teads, Auvio, VRT MAX, YouTube) we did the same with bite-sized snippets. And in the e-magazine on Audi.be we explained this unique episode of 'Crossroads' in more detail.

In the three weeks the campaign ran, the ad passed 6.8 million pairs of eyes. 1.8 viewers indulged in the video; as many as 13,000 clicked through to the special Crossroads page. The latter received a total of 19,000 visitors.

Anyone who turns on their car's headlights takes it - of course - for granted. But you rarely stop to think how much thought and research goes into that technology. Anyone who saw our "Crossroads" video knows that the light from an Audi does not simply illuminate the upcoming roadway, but literally offers a glimpse of a new world.