How could Audi communicate its big, bold new positioning of "Future is An Attitude" through a relatively small channel like a Loyalty CRM program? The brand and Ogilvy Barcelona thought of another place where a small platform can communicate big ideas—the fortune cookie. After 30 years of writing fortunes, Donald Lau retired in 2019, citing writer's block. since then, the world seems to have lost some of its good fortune. Believing in the future, Audi asked Donald to try writing fortunes again—he accepted, writing 365 fortune cookie messages that Audi turned into a cross-platform calendar.
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