Audi A6 Film Contest #RevealtheA6

#RevealtheA6

Pre-premiere for the finalists of the Audi A6 Film Contest

A few weeks ago, via the hashtag #RevealTheA6 Audi started an international film contest. The task at hand: creating a video about the A6 without showing the car. For enabling a source of inspiration for the finalists, Audi unveiled the A6 before the official premiere. Audi blog author Sarah Lütjen took part and investigated the film maker’s impressions and ideas.

Verhüllter Audi A6 und die Teilnehmer
The veiled Audi A6 is already in the photo studio when the participants arrive in Ingolstadt during the morning. Soon, the curtain will open and the Audi A6 will be unveiled exclusively for the film makers.

Mid-January, on the edge of an industrial park in Ingolstadt. Early in the morning, the sliding door of a minivan opens and six slightly nervous but cheerful people enter a photo studios’ premises. As they open the heavy iron door to the studio, the chipper group falls silent. They will see their film’s protagonist, the new Audi A6 sedan, for the first time. Their curiosity is great, because the six film makers are a part of the first people that will see the veil be lifted.

But what has made the film makers come here today? Instead of producing a production film, Audi gave away the reins and let young talents and artists go first on unveiling the new Audi A6 in a creative way.

Audi is advancing on new ground

Whether a trick film, animation or the big screen – everything was possible. The only rule: The sedan itself was not to be shown. The film contest is a big chance as Wolfgang Rother, Head of Electronic Media Communications Department, explains: “The film contest creates new perspectives for both the film makers and Audi. We hope for bold, creative short films as they haven’t been seen at Audi.”

More than 120 applications were sent in. The jury – consisting of film and automobile experts – choose the best six concepts. And the concept’s creators Bob, Yvette, Jonas, Stjepan, Dennis and Andrei now stand in the studio and in front of the car whose contours are visible under the veil. The headlights’ determined look is clearly discernible.  

The finalists and their ideas

Bob Heinemann: The young Munich resident manages his own production company, but hadn’t dreamt of going far with his idea. “For my film, I thought about how comfort would work if it could talk to us. Thus, I’ve humanized comfort and met him for an interview. And as it turns out, he is totally inspired by the new A6.”

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Yvette Lemke: ”I wanted to demonstrate how important it is to go along with innovations and to tame the digital worlds’ complexity in the way that customers understand it and use it without fear”, recounts the competitions’ only woman her short film with the topic of digitization. Her friend from Ingolstadt had told her about the film contest and encouraged her to participate. With success.

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Jonas Bongard is the youngest participant and used to film only as a hobby, but as he says, today it’s his passion. It was important for him that the short film would be amusing and fun for others. “The central questions of my film is this one: how can comfort and sportiness be combined?”. To achieve this, a mattress and a spinning bike were used.

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Stjepan Marina heard about the film contest on the submission day and submitted his concept shortly before the deadline. Already in the beginning, he thought of “a man, a cigarette and digitization”. All in all, it became largely this idea: in the film, he deals with electric cigarettes and David Hasselhoff’s film car K.I.T.T..

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Dennis Scherr became a dad a couple of days after the event and was nervous and trembled, while hoping that the baby wouldn’t be born on the event day. “The design was what surprised me the most, because it is somewhat cool and elegant at the same time”, he excitedly talks about the new Audi A6. His concept idea has a similar topic: his movie deals with fitness studio visitors in elegant evening attire. He wants to trigger emotions and combine sportiness and elegance.

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Andrei Goaga heard about the contest from Facebook and shot his film on the Audi quality feature “comfort”. He was inspired by the big brother of the A6, the Audi A7. In his film, the aim is especially this: “I want the audience to witness what a maximum comfortable experience feels like”.

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Up close with the new Audi A6

The guests are watched by several pairs of eyes. Audi Communications employees are waiting to meet the people behind the chosen concepts. The six finalists are from Germany, Romania and Croatia. Some already have their own production companies, others have just completed film school. They talk about their different projects, exchanging phone numbers and found WhatsApp group chats. There is no trace of any competitiveness yet.

After lunch, it is time for the actual unveiling: the film makers group around the car. A spokesman festively unveils the car. The Audi A6 lets the hulls fall and a whisper moves through the group. The guests start to cautiously examine the car and after a short time span, the first questions come up. The Audi experts answer any questions: “Have all the buttons in the interior been replaced by touchscreens?”, “Has the radiator grille become wider?”, “Some interiors aspects are similar to the A8, right? “, “Which technologies make the A6 more comfortable?” The film makers use their change to receive more information on the car’s highlights. The topics “sportiness”, “comfort” and “digitization” are in the spotlight.

Filmemacher und Audi A6
The film makers dedicate their films to the topics of “sportiness”, “comfort” and “digitization”. During the event in Ingolstadt, they drew some of their inspiration from the actual product.

Every one of the six finalists dedicated their short film to one of these topics and grapples intensely with the vehicle. Stjepan and Yvette occupy the driver and passenger seat. Their fingers caress the touch display and discover the menu. After discovering the seat’s massage function, they’re not willing to leave the car soon.  

But the film makers are in the focus as well. The Audi film and car experts talk to the guests about the respective Audi A6 concepts. While having coffee, they learn more about the original ideas and get to know the people behind the creative contributions. Both sides talk about the concepts, the experts offer some suggestions for improvement and offer help for the upcoming production.

Audi A6 Film Contest - Teilnehmer und Experten beim Kaffee trinken

Wolfgang Rother, Head of Electronic Media Communications Department, gives tips to the young filmers for their productions.

At the end of the day, the veil is again lifted above the Audi A6 and the studio’s iron door closes behind the film makers. Full with new ideas and numerous impressions of the new Audi A6 in their mind, they get in the van.

Four weeks later: the film makers have finished the short films’ production with help from Audi and have submitted their contribution. The jury chose the three best short films. Starting March 1 2018, you can vote for your favorite film on the Audi AG Facebook page. All three winners received prize money and their films will be presented at the Geneva Motor Show. Since the jury was thrilled by all the six films, the other three films will be shown as well after the premiere in Geneva.

Behind the settings of the film contest

Digitization, comfort and sportiness – these were the three topics for the finalists’ films. And they illustrate the strengths of the new Audi A6. Because the car offers an operating concept with intelligent personalization opportunities, takes care of more security with a broad choice of driver assistant systems and increases agility and comfort with its dynamic all-wheel steering.

Ready, set, go: After the day in Ingolstadt, it was time for the film makers to start their production.
The film makers aren't left alone – film and car experts from Audi talked to them and gave them helpful tips for the days to come.
Get together during the big day in Ingolstadt: The Audi experts are ready to answer all the questions the film makers might have.
Conversation topic Audi A6: the Audi experts and filmmakers talk about the new limousine’s highlights as well as the dynamic all-wheel drive and the all-digital MMI touch response operating system.
Lights, camera, action! The film team shoots a couple of short introduction clips with the film makers.
The film makers used their opportunity to receive more information on the operating concept. The extensive connectivity and assistance solutions demonstrate networked intelligence.
The Audi A6 is unveiled and the guests are in awe. For inspiring them, Audi lifted the veil of the Audi A6 before the premiere.
The Audi A6 in the spotlight. In Mid-January, the limousine was unveiled for the six finalists of the #RevealtheA6 Film Contest.
During the engine's assessment, three interested people gathered around the engine and looked at in detail. For the series production on the European markets, Audi offers the A6 with two strong and quietly running engines – with a 3.0 TDI and a 3.0 TFSI.
Usually, they are standing behind the camera, but for the #RevealTheA6 Film Contest, they have to be in the camera’s front and introduce their film idea.
Turn the spotlights on! The Audi A6 occupies the event’s center stage, in the short films, however, he will not be shown.

Ready, set, go: After the day in Ingolstadt, it was time for the film makers to start their production.

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The film makers aren't left alone – film and car experts from Audi talked to them and gave them helpful tips for the days to come.

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Get together during the big day in Ingolstadt: The Audi experts are ready to answer all the questions the film makers might have.

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Conversation topic Audi A6: the Audi experts and filmmakers talk about the new limousine’s highlights as well as the dynamic all-wheel drive and the all-digital MMI touch response operating system.

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Lights, camera, action! The film team shoots a couple of short introduction clips with the film makers.

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The film makers used their opportunity to receive more information on the operating concept. The extensive connectivity and assistance solutions demonstrate networked intelligence.

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The Audi A6 is unveiled and the guests are in awe. For inspiring them, Audi lifted the veil of the Audi A6 before the premiere.

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The Audi A6 in the spotlight. In Mid-January, the limousine was unveiled for the six finalists of the #RevealtheA6 Film Contest.

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During the engine's assessment, three interested people gathered around the engine and looked at in detail. For the series production on the European markets, Audi offers the A6 with two strong and quietly running engines – with a 3.0 TDI and a 3.0 TFSI.

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Usually, they are standing behind the camera, but for the #RevealTheA6 Film Contest, they have to be in the camera’s front and introduce their film idea.

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Turn the spotlights on! The Audi A6 occupies the event’s center stage, in the short films, however, he will not be shown.

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Audi A6 Sedan
Audi MediaCenter

Audi A6 Sedan

With the new A6, Audi is presenting the eighth generation of its successful full-size Sedan and brings numerous innovations to the segment. Whether in terms of digitalization, comfort or sportiness – the elegantly sculptured Audi A6 is the multitalent in the luxury class. Combined fuel consumption in l/100 km: 7.1 – 5.5* (33.1 – 42.8 mpg); Combined CO2 emissions in g/km: 161 – 142* (259.1 – 228.5 g/mi) * Fuel consumption and CO2 emission figures given in ranges depend on the tires/wheels used

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Abdur Rehman Anis

28. February 2018 um 12:34
Hi there,
Its a great pleasure to see new Audi A6. Im presently using Audi A6 2016 model and it would be previlage to upgrade to new 2019 model.
I would appreciate if your local dealer in Karachi Pakistan offer me a good deal for upgradation.
What a luxurious car!
Thank you,

Abdur Rehman Anis
PAKISTAN

Ahmed Arafa

27. February 2018 um 15:02
When the New Audi A6 will be available for customers

Thanks

A.Arafa

Stephanie Huber

27. February 2018 um 15:04
Dear Mr. Arafa,

the new Audi A6 starts this summer in the German market.

Consumption and emission figures of vehicles on this page:

Combined fuel consumption in l/100 km: 8.0 – 5.5; Combined CO2 emissions in g/km: 182 – 142. Figures on the fuel consumption and the CO2-emissions vary in case of given ranges depending on the used combination of wheels/tires. // www.audi.de/DAT-Hinweis

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