We Are Social takes the long open road with 4-hour long driving experience for Audi Australia

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by Josh Peachey

We Are Social has launched its first piece of work for Audi Australia with a 4-hour long slow TV film called 'The Drive'.

In a bid to connect with house-bound Australians through the freedom of the open road, ‘The Drive’ takes viewers on an immersive road journey through Australian landscapes in an all-new Audi A6 Sedan. 

Together with partner social media agency, We Are Social, Audi Australia has created a visual experience that allows viewers to enjoy the nature of a long road trip from the confines of their own home.

According to Edu Pou, Executive Creative Director at We Are Social, teamwork is at the heart of ‘The Drive’.

“Not only has our partnership with production house Finch been fantastic, but the passion from the team at Audi has been key to driving this project forward. Literally – our client Sean is the one behind the wheel in this film,” said Pou.

‘The Drive’ was recorded two weeks ago, with a small crew of four people – two per car – and followed the latest government advice on social distancing at the time.

The film was shot in the NSW Central Tablelands by director Luke Bouchier at Finch, using multiple cameras to replicate the experience of driving the car, which the audience can enjoy from the comfort and safety of their own home.

To enhance the mood of the drive, the film was scored by composer John Hassell, from his studio in Marseille, France, where he is currently in isolation.

“During this difficult time for many of us, Audi wanted to create an innovative way of bringing the iconic Australian road-trip to people in their homes,” said Nikki Warburton, Chief Customer and Marketing Officer at Audi Australia.

This is the first collaboration between Audi and We Are Social since it was appointed to the social media account in January.