The new Audi A1 is a small-sized car but obtains all of Audi’s advanced technologies. To hold the most impactive events for A1’s first launch in Korea, three stages were set to deliver "The Big 1" message to the targets. Teasing event. Launch party. Public launch. A1 containers were placed in the city and informed about just-arrival of A1. Launch party and public launch were conducted in the places comprised of cargo containers to sent out the implications of the A1’s landing. Programs were designed to deliver the messages via collaboration with artists and other brands. Other products were designed in line with the same design language: the container.