In 2016, Audi launched the fastest production car in its history: the 205-mph R8 supercar. To celebrate the milestone, we created the ultimate high-speed fantasy for all those who truly live to drive. We imagined a world beyond traffic lights, speed limits and congestion, where speed is a way of life—and even the morning coffee run is more thrilling. Then we partnered with Airbnb to make it a reality. This digital film, ‘Desolation,’ featured an ordinary family living in an extraordinary pop-up house in the land-speed wastelands of Death Valley. The ‘home of the Audi R8’ was a real house that we then designed, built and listed on Airbnb with an integrated, cobranded campaign, attracting people to the listing page and inviting them to experience the bucket list–worthy adventure for themselves.
It sold out in minutes.