China’s first and youngest pioneers take the drivers seat in new Audi campaign via BBH

China’s first Chinese Lemans race car driver Cheng Cong Fu, first table tennis Grand Slam winner Ma Long and first Chinese female Hugo award winner Hao Jing Fang are among the new faces of Audi China.

In a campaign launched by BBH China, the three pioneers, all of whom broke glass ceilings by achieving firsts in their respective fields, represent a new generation of Audi drivers already on the road leading the charge of change – the backbone of Audi’s progressive brand values.

VIEW THE CHENG CONG FU SPOT

VIEW THE MA LONG SPOT

VIEW THE HAO JING FANG SPOT

The campaign ‘There is no change without firsts”, celebrates a new generation of trailblazers that have the power to inspire every-day consumers to be part of a movement by taking risks and challenging the status quo in their respective fields of personal devotion.

In this visually arresting film, BBH China uses intricate stop motion animation to illustrate the challenges Cheng Congf Fu faced to reach the road to fame. Celebrated national badminton hero Ma Long uses his best weapon – the Ping-Pong racquet – to ‘beat off’ challenges that spring up, while celebrated author Hao Jing Fang reveals her mystical take on the city of Beijing in a pop-up book animation treatment.

Elvis Li, Head of new business development, BBH China said, “Audi has also been at the forefront of change in China. But the demands and beliefs of audiences are evolving, and Audi is now inspiring a new generation by putting real people in the driver’s seat of Audi’s future.”

In these three films, BBH not only wanted to tell the story of three of China’s youngest pioneers, but also the inner world of the new generation of Audi owners that refuse to accept the status quo, want to create a better future, are an overwhelming force, and, most importantly, know their self-worth.

Production House: PPI