The honorary award was created to celebrate ‘courageous and decisive’ clients which allowed their design consultancies to engage in innovative creative work, says a Red Dot spokesman.
Audi was awarded the prize for its continuous above-average achievements in communication design, and its efforts to put issues such as sustainability and efficiency at the forefront of its campaigns.
Professor Peter Zec, president of the Design Zentrum Nordrhein Westfalen, which runs the Red Dot Awards, says, ‘For many years, Audi has successfully positioned itself as a premium brand. The brand’s core message Vorsprung durch Technik (advantage through technology) and the brand values “high quality”, “sportiness”, and “progressiveness” are implemented in an exemplary manner in a wide range of media and communication materials.’
Audi has been awarded 16 Red Dot awards in the communication design category this year and its marketing communications have received 39 Red Dot awards from the competition’s international jury in the past five years. The company was also awarded the Red Dot design team of the year award in 1999.