Audi x The Proms:

Engine Symphony

Classical music has its most iconic moment every year at the Last Night of the Proms at the Royal Albert Hall. Cars have never had a place there. Audi needed to earn one.

Treat Audi engines like classical instruments. And introduce them to classical music lovers at the biggest moment in the genre.

For Audi engineers, sound is not an afterthought. It is part of the driving experience. Each engine is tuned like an instrument, shaped for tone, rhythm and character.

We transcribed the accelerating engine notes of Audi’s RS models into real sheet music. Each score revealed the distinct character of a different engine, from the deep baritone of the RS Q8 to the rising electric intensity of the RS e-tron GT.

Working with composer Ben Parry, we created the Engine Symphony, a fresh expression of Vorsprung durch Technik through sound. Authentic musical scores, written with tempo, dynamics and performance notes that rewarded close reading. Throttle blips became accidentals. Driving styles became musical expression.

Three OOH posters, titled by model and horsepower, surrounded the Royal Albert Hall on the Last Night of the Proms and earned Audi a place in a cultural moment that no car brand had touched before.

Results not in the public domain.