Sydney, Australia – The Australian arm of automotive brand Audi has released a new campaign promoting the all-electric Audi e-tron Sportback aimed at pushing the boundaries of local and sustainable travel.
Titled ‘Electric Eye’, the campaign is a film reel of six minutes and narrates the travel journals of Australian photographer Woody Gooch. The travel, composed of a 3,500 km, 10-day road-trip, starts from Rainbow Beach in subtropical Queensland, the journeyman and photographer drove across the New South Wales border through the laid-back town of Byron Bay, down to the Snowy Mountains region, and finally back up to Sydney via the South Coast of New South Wales.
For Gooch, it was the perfect way to reconnect with his native Australia after years spent in other parts of the world. Aligning with his own ‘tread-lightly ethos’, the road-trip gave the Sunshine Coast-based photographer the opportunity to rediscover the riches of the country, while catching up with old friends and making new ones along the way.
“Returning to Australia and exploring this place has opened up my imagination. There are so many things I had forgotten about this place – its sights, sounds, smells. This trip has literally reactivated my senses,” Gooch stated.
The campaign also saw people who Gooch had worked throughout the journey, including free surfer Josie Prendergrast, chefs David Moyle and Mark Labrooy, free diver Madison “Shark Girl” Stewart and marine biologist Lucas Handley, as well as riding horses with farmer Nick Kirschner.
‘Electric Eye’ is produced by creative studio Convicts, and is done in partnership with creative agency We Are Social, as well as with post-production studio Heckler.
“A short film like this serves two purposes for our brand. It perfectly aligns with the interests of our audience by focusing on relevant topics such as creativity, sustainability, and travel; whilst simultaneously working to showcase the charging infrastructure currently available around the country,” said Nikki Warburton, chief customer and marketing officer at Audi Australia.
Released coincidentally during the observance of Earth Day, Audi Australia’s campaign demonstrates that the Audi e-tron Sportback is ready to take on longer journeys this year, despite being an electric car.