SoVibrant at Yorkshire INSIDER Property Industry Awards

At SoVibrant we don’t often blog about our own projects, awards or whereabouts so to break the current trend in my colleagues blogging, I thought I would share an event myself and Mike attended earlier this month.

Every Year INSIDER hold a Property Industry Awards Ceremony in New Dock Hall, Leeds.  This year SoVibrant were a main sponsor of the event and we can safely say the exposure we have had through the event has been very positive.

The night started with a drinks reception, meeting our guests and catching up with others in the industry.  This is always a nice start to the evening and even better, a nice wind down to the busy day at SOV HQ.  We were greeted to the event by key speakers from INSIDER and also had the fantastic Scottish comedian Fred Macaulay as the comperé.  Unfortunately (or fortunately as some may say) our table was in the comperés line of fire so we ended up being part of the comedy quite a few times throughout the night ... amazing free advertising!

We settled into the evening with a beautiful three course meal followed on with the awards ceremony....What we had been waiting for.  We were so proud to see two of our clients, City of York Council (West Offices) and Yorkshire Building Society (Broadgate) not only be nominated but actually receive awards.  Tracy Carter from City of York Council accepted the award for Restoration and Refurbishment of the Year with West Offices and Philip Kirtlan accepted the award for Commercial Property Deal of the Year.  As a main sponsor we were also able to hand out an award for Consultancy of the Year in which Davis Langdon were the winners.  I can only describe the on stage situation as slightly daunting, but also felt a great sense of achievement in not tripping up the stage and not drinking too much vino so could pronounce the winners clearly! PHEW!

The awards continued through to the early morning however not before I personally got heckled by the comperé.  At the time this was again, a daunting situation in front of 400 industry professionals including being dragged on stage for a photo with Fred Macaulay himself! Ahh never mind, it was all fun and games and SoVibrant have most definitely made an impact in the industry in 2013.

Be sure to follow us on Twitter at SoVibrantUK for our latest news and whereabouts.

Genuinely not photoshopped! We're on the BIG screen!

 

Some of our lovely clients (left to right, Peter Hall Jones Spiral Partnership, Alison Carrick, Head Teacher at Victoria Primary School, Lee Ford, 4D Creative Media)

Gearing up to hand out the award!

 

Finally ... no more pressure!

A few drinks later ... the party continues.

The beautiful Ali Carrick

 

My Director and I

 

 

October release of INSIDER ... SoVibrant get another mention

 

 

 

www.sovibrant.co.uk

SoVibrant, Awards

Audi's core values brought to life using CGI

Hi readers,

Today I would like to share with you a breakdown of Eyedream studios recent animation "Perfect Shadow" created for Audi's updated R8 Spyder. I am also going to have a look at how Audi commercials maintain a very distinct similarity and feel and try to explain some of the reasons behind this. So if you haven't seen the new animation then first you must watch the link below.

The new Audi R8 Spyder.

Perfect Shadow - Audi R8 Spyder Commercial 2013 from FUSE directors

So what did you think? Interesting, beautiful, confusing? In recent years Audi have been very clever with their approach to marketing their cars. Although they have a diverse target market, they have a range of cars to match. From everyday hatchbacks, executive saloons, luxury 4x4 to high end supercars, there is not a part of the automotive market that they do not have a car tailored for. So with every vehicle designed to meet a different set of needs, the importance of consistency achieved through use of brand becomes essential. Audi utilize a clearly recognizable visual style throughout their commercials to achieve this continuity. So let's see this style in practice? Below are a selection of commercials from across the Audi range which all utilize this consistency in style to reinforce the quality, excellence and exclusivity of Audi products . I may have got carried away with all the links but there are so many really great commercials that support the point I am trying to make.

 Audi A4 "Intelligently combined" 2009 Commercial

 

Audi R8 V10 2013 Commercial

 

Audi A1 "Millimeter" 2012 Commercial

  

"Audi Perfection" 2010 Commercial

   

Audi A6 2013 Commercial

 

Audi RS6 2008 Commercial

Audi A6 "Manipulation" 2010 Commercial

 

Audi A4 2010 Commercial

 

Audi A4 2000 Commercial

Reflective of Audi's own level of technical and design excellence, Audi describe their cars as "Beautifully engineered." This most descriptive part of Audi's brand value is intrinsic to their brand identity and can be seen in the selection of commercials through the clear emphasis on  attention to detail in the design and engineering of their vehicles. Audi's most famous strap-line "Vorsprung durch Technik", roughly translated means "Advantage through Technology". This emphasis on the fine balance between aesthetic and function is at the heart of the Audi brand and is further reiterated by Audi's use of the strap-line  "Innovation and Elegance".  

These are the core values that Audi live by and are at the heart of the product and lifestyle a consumer buys into. Audi don't sell cars, they sell a lifestyle, a fashion statement, a brand and membership to a exclusive club of Audi owners where style, good taste and excellence is simply assumed. 

Combining  advancements in CGI and strategically placed real life footage, Audi have been extremely clever in portraying this message.  

FUSE directors have recently released a break down of the new commercial "Perfect Shadow" created by Eyedream studios based in Paris as shown below. 

 

Breakdown of "Perfect Shadow" 2013 Commercial

This video shows the level of editing that went into each shot to get the final composition. Using Maya, Vray, Mental Ray, Nuke and After effects Audi were able to create an animation that is organic yet mechanical but one that also has a sculptural feel. By using CGI, this allows Audi to showcase the highly detailed and beautifully crafted components that go into all their vehicles. 

Although original in its concept, this animation still reflects the lifestyle, values and qualities Audi wish to portray and helps to create the required feelings of desirability. At no point do Audi focus on any aspect of technical performance because 0-60 times and engine size don't sell cars. Technical specifications open their cars up to comparison - they are levelers not differentiators. Audi promote the aspirational and intangible and play on people's desire for improved status. 

You can see more of Audi's work on their youtube channel.

I would love to hear your thoughts on this subject.

Thanks for reading.

Ryan Blackburn - Media Productions
www.sovibrant.co.uk