Everlasting Light | WORKS- 大数跨境

电通创意

2025-08-27

导读：FAW Audi fused the Light of Technology with the Flame of Legacy, casting a radiant glow across China

As the Snake’s cycle began anew, FAW Audi fused the “Light of Technology” with the “Flame of Legacy,” diffusing a radiant glow across China’s expansive 9.6 million square kilometers.

Joined by more than 9 million Audi owners, this everlasting light heralded a fresh spring filled with hope and renewal.

BACKGROUND

The 2025 Chinese New Year signals a new chapter for FAW Audi—ushering in its first grand celebration since unveiling the bold “All-in from Audi” tagline.

Capturing the festival’s cultural essence, Audi goes beyond tech prowess to tell a compelling brand story filled with heart, confidence, and elegance. This vibrant celebration nurtures genuine, lasting connections with consumers.

INSIGHTS

The ancient Chinese ritual of “keeping lights burning through the night” has, for nearly two millennia, symbolized dispelling darkness and evil while welcoming peace and renewal. These glowing lights are beacons of hope and warmth, lighting the way to a fresh start embraced by all.

Audi, renowned as the “Light Master,” channels this legacy through its advanced lighting technology, a cornerstone of its safety commitment. These lights transcend mere aesthetics—they guide millions safely home, lighting the way to heartfelt reunions.

With over 9 million drivers safeguarded, Audi’s luminous promise shines bright—protecting journeys, spreading joy, and fulfilling the deepest wishes of every traveler.

IDEA

Everlasting Light, Lighting Your Dreams

Tracing the path of tradition and progress, Audi’s lights carve a shimmering snake across China on New Year’s Eve, beginning at Fuyuan—the easternmost point.

At Fuyuan, the Audi RS 6 Avant GT’s headlights capture the final rays of the Dragon Year, illuminating through the night. The serpentine light then travels through Zhangzhou, Fujian (featuring the all-new Audi Q6L e-tron), Shenzhen (all-new Audi A5L), Huangshan Shexian (Audi A6L), and Xi’an (new Audi A8L Horch), before finally reaching Inner Mongolia’s Ejin Banner where the Audi Q7 passes the light to the first dawn of the Year of the Snake.

Six cities, six stories, one family of more than 9 million Audi owners across six models.

Combining state-of-the-art lighting with local festive charm, Audi turns these cities into radiant stages of hope, warmth, and cultural celebration—a breathtaking visual symphony ringing in the New Year.

EXECUTION

FAW Audi rewrote the playbook on production, venturing through six diverse regions where temperatures shifted 60°C, all to craft a film shot entirely at night in just 15 days. This bold approach brought to life the extremes of nature and spirit alike.

At the heart of it, “Everlasting Light” cast a loving glow over every New Year celebration scene, highlighting FAW Audi’s vehicles and technology in genuine, heartfelt moments—fueling dreams and anticipation for what’s to come.

Unveiled on official social platforms and amplified with targeted WeChat Moments advertising, the campaign reached deep into the hearts of audiences. It illuminated 1,899 theaters across 258 cities, delighting 9.52 million viewers in over 243,000 screenings. Airports in seven cities displayed the vibrant content on high-traffic screens, catching the eyes of many holiday travelers.

IMPACT

FAW Audi fused the brilliance of lighting technology with the timeless depth of traditional culture, unfolding an emotional and immersive story glowing with warmth and innovation. By tapping into regional cultural vibes, it sparked widespread resonance.

In the Year of the Snake, a dazzling serpent of light raced across China, illuminating every corner. The campaign racked up 30.91 million online reads, amassed over 61.6 million hashtag hits under #LightingYourDreams, and achieved close to 118 million views on Moments ads.