ONE MIGHT BE FORGIVEN FOR THINKING CRAZY SPACE invaders were attacking if you saw fancy lights in the London night sky, but fear not it was probably just Audi. And it won an award for doing so, too.

When Audi took eight robotic arms from its production halls and installed them right in the middle of Trafalgar Square that was crazy enough, but then – using LED light trails – these robotic arms wrote messages in the sky which visitors had previously sent via smartphone. All part of how Audi promotes itself and gets its messages across, the German luxury carmaker picked up no fewer than nine trophies at the recent ‘Red Dot’ communications design awards, recently, for it.

The particularly prestigious award “red dot: best of the best” went to two exceptional Audi projects: Outrace (the robotic arms) and Qube 3 (a temporary cube-shaped building).

The red dot design award has been presented since 1955 to creative minds all around the globe, and is awarded by the Design Zentrum Nordrhein-Westfalen in the disciplines of product design, communication design and design concept.
It follows Audi essentially cleaning up in seven out of 13 categories recently at the inaugural German Design Council Awards, including Brand of the Year.