Project: Jan Von Holleben For Audi

How photographer Jan von Holleben and agency Philipp und Keuntje created a fresh new campaign for Audi’s latest generation of child safety seats

THE BRIEF

Gritt Brederow

Audi is a long-standing client of Philipp und Keuntje, and we have worked for the car manufacturer for over 20 years, so realising creative work for the company is part of our daily business. The child seats project came about alongside the creation and production of Audi’s latest catalogue of Audi Genuine Accessories.

Audi has launched two new child car seats, so the company needed an international campaign for all markets to support dealers in promoting the launch. It wanted still imagery as well as moving images for social media, together with a making-of film.

As a mother of two boys, I know that safety is a serious subject for parents. But children don’t think about it at all – they live in their own lighthearted world that’s full of fantasy. In their minds, they travel to their favourite places. We wanted to show these places to parents and combine them with the message that Audi’s child seats are a safe place for their children to dream themselves away to wherever they want to go.

This formed the basis of our concept, which we called ‘my favourite place’. From the start we were convinced that it was a strong idea and a source of wonderful imagery. There are four stages of child development from birth to age 12 that are covered by the two new car seats. Each is adjustable and can ‘grow’ with your child. For each age range, we needed to create a different imaginary scenario.