What can you see
when you look up?
Look Up
Client
Audi Korea
Agency
JUNG von MATT. Hangang
Chief Creative Officer: Bill Yom
Executive Creative Officer: Sabine Yoo
Creative Director: Byunghee Kang
My Role
Copywriter
On the day Audi launched the new A6 in Seoul, Mercedes-Benz was unveiling the all new C-Class.
We spotted an opportunity in local insight: how Korean car owners compare models. They don't just ask which car is better within a segment. They compare the upper segment and ask, What if I went one class up? And the Audi A6 sat one segment above the C-Class.
So we turned the Mercedes launch location into our message. On the building overlooking its venue, we placed a giant A6 billboard with one cheeky message. “Look Up. The new Audi A6 is here.”
All visitors had to do was look up to discover the Audi A6—literally above the C-Class, and a class above the car they came to see.
While All-Eyes were on Mercedes,
We found our opportunity in how Korean car buyers carefully weigh their options.
Subtle Invitation
with Confidence:
LOOK UP
We decided to turned the location
itself into the message.
We placed A6 print ad right above the Mercedes venue, in front of an audience already primed to think about cars.
FEATURED IN
BRAND BRIEF KOREA
The campaign was featured in an article exploring its creative approach.