A glowing Audi A7 appears in mid-air on a city street at night. Then it fades. The “billboard” leaves nothing behind but steam.
The product truth. Zero emission, water vapour only
The Audi A7 Sportback h-tron is built using zero emission fuel cell technology coupled with a hybrid battery and an electric motor in the rear. Due to this, the car gives out nothing but water vapour from its exhaust.
The idea. Advertising that leaves nothing behind
With such an innovative product, Audi teams up with German agency thjnk to create advertising that mirrors the product promise. A billboard that also leaves nothing behind.
How it works. Projection onto water vapour
- Water vapour is used as the surface.
- The car and message are projected onto the vapour cloud.
- The installation appears in busy city areas after dark, then disappears.
Why it works. The medium is the message
Instead of explaining “nothing but water vapour,” the execution behaves like it. It turns a technical claim into a visible moment people can experience, photograph, and talk about.
A few fast answers before you act
What is the Disappearing Billboard?
An outdoor activation where Audi projects the A7 Sportback h-tron and message onto clouds of water vapour, creating a billboard that vanishes.
What is the connection to the car?
The A7 Sportback h-tron emits nothing but water vapour, so the advertising surface is also water vapour.
Where does it run best?
In busy city areas after dark, where the projected vapour image reads clearly and feels unexpected.
What is the core mechanism?
A timed projection onto water vapour that appears briefly and leaves nothing behind.
Who creates the work?
Audi with German agency thjnk.