Lovely animated idents for Audi by Why Not Associates as shown on the Creative Review blog, where they explain them as –

“…a message relating to function and form which appear etched or embossed into materials used in Audi’s new Q3 model – tyre rubber, a brake disc, galvanised steel, interior leather, and plastic.”

Shown are just a selection of my favourites, but you can visit Why Not Associates Vimeo page here to see the full set.

Engine Cover Plastic 1

Tyre rubber 1

Galvanised Steel 2

Tyre rubber 2