PHILLIP McCARTHY
Creative Director, Strategist, Marketer & Storyteller

Challenge: Troll Audi Global until they sent some of their legendary hot rod station wagons to the US.

 

Solution: The most insubordinate hashtag in the international automotive industry. Regional markets are not to question the immutable wisdom of the home office, but we did.

 

Result: Lots of smack talk that finally—finally—led to the return of Audi's über-wagon to American shores. I mean, maybe it was just a calculated marketing decision, but I'd like to think the 2020 RS6 Avant came Stateside because of this hashtag.