A Twenty First Century Icon
Visit the new Audi R8 website at http://www.audi.co.uk/r8
It's not every day you get to work with a true icon. When GT was invited to create the website for the Audi R8, it was clear that this car deserved something beyond the standard automotive website.
At the outset, we knew the car had to be the hero of the piece and that any advertising concept had to support the car and not overshadow it. After all, there is plenty to say about the R8, the summation of 70 years of Audi engineering and the pinnacle of Vorsprung durch Technik.
GT chose to tell the story of the Audi R8 over 12 chapters. The car has ironically been described as 'The slowest car Audi has ever built' because Audi painstakingly builds just 25 a day. This theme of time was integral to the circular navigation of the site, 12 stories symbolically representing 12 hours and the many individual stages of build of the car.
At the heart of the site is the car, but it's not the car as you would expect to see it. It's a 360 degree spin of the Audi R8 building over time. Far exceeding most automotive sites, the audience can actually take control of this build process by clicking 'See the R8' and dragging the edge of the interactive dial. The navigation dial goes from site navigation and production narrative to jog wheel and media player with one click.
Every interactive touch, spin and undulation was designed to draw the audience in and leave them wanting more. As the user rolls over the copy on the dial it becomes more active, inviting them to click on any of the 12 stories, allowing them to choose their own journey through the site.