Campaign details

Brand: Audi Spain
Brand owner: Volkswagen Group
Lead agency: Proximity Barcelona
Contributing agencies: 23lunes, Sr. Arce Films, PHD
Country: Global, Spain
Industries: Automakers & marques
Media channels: Cinema, content marketing, Email marketing, Outdoor, out-of-home, Social media, Television, Video on demand 
Budget: 500k - 1 million

Executive summary

In 1981, Michèle Mouton became the first woman to win an event in the World Rally Championship. She did it with an Audi Quattro. Almost 40 years on, no other woman has matched this feat, a fact that further underlines the gender disparity in terms of opportunities – especially in the automotive world.

In 2016, Audi put a woman behind the wheel for the first time. In 2017, the goal was to reinforce those egalitarian values, showing that they're part of the brand's DNA. We decided to elevate the discourse from driving to competition: 'Audi doesn't just want you to drive a car, it wants you to win the race'.