Audi’s Carwinism campaign in Sweden has won a Gold PR Lion at Cannes International Advertising Festival 2010. The Carwinism site, launched online at www.carwinism.se (English version at carwinism.com), was launched on the 200th birthday of Charles Darwin to mark the 100th anniversary of Audi. Audi needed to find a way to get noticed in a country of nine million people affected by the economic downturn and its effect on key Swedish companies Volvo and Saab. The campaign focused on the evolution of the automobile through history, inviting prominent experts to reflect on the ways context changes the design of cars.
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The Carwinism campaign was developed at Prime PR Stockholm, by creative director Tom Beckman, creative Jonas Bodin, media relations manager Claes Nyströmer, web developer Simon Strand, key account manager Johan Seidefors, Audi Sweden CEO Jens Wetterfors and Audi information officer Eva-Maria Elstner .