Zipper

The automotive manufacturer Audi aims to convey a central message with this print advertisement: the latest genera-tion of Audi’s four-wheel drive system, quattro, offers more traction than ever before. With an impressive image idea, it visualises in abstract form that the tires of the quattro and the road are interlocked with each other just like through a zipper. The puristic graphic representation of a zipper, which at the same time depicts a wheel on the road, is a striking image that people are likely to remember.

Red Dot