The Audi S1. The power of small. It brings its concentrated power of 231 hp to the media, too. A cross-media, imaginative and sweeping communications package was put together for a male target group. As an ad special, the creative pros playfully give Playboy – wrapped in warning tape – the title “Size doesn’t matter”, follow-up: “The power of small”. With an AR application, the magazine RAMP unfolds strikingly into a ramp, and BEEF becomes SPEED. The Audi S1 online presence is also surprisingly loud. 3D banners, integrated TV clips and interactive visualizers play spectacularly with the core message: the power of small.