By grounding it in real, progressive Australians, and by taking the format beyond it’s usual studio setting for the first time ever — into the Australian wild. To reimagine Audi’s global Stories of Progress format, we partnered with actress, climate activist and First Nations woman Madeleine Madden, granddaughter of Freedom Rider Charlie Perkins. Letting her lived experience shape what progress looks like to her, and pushing the boundaries of the environmental conversations Audi takes part in.

What began as a social campaign was expanded into TVC and OOH nationwide.

ROLE: Concept, copy, creative direction.
ECD: Ben Clare Director: Lincoln Caplice