Audi in Russia has turned its logo red and yellow in a sign of solidarity with healthcare workers on the front lines of fighting COVID-19.
Leo Burnett Moscow, which developed the creative concept, said the colors reflect a visual policy being used to identify staff at Moscow’s largest COVID-19 hospital in the Kommunarka district. There, doctors wear red badges and nurses wear yellow.
The colored badges are used because protective gear makes it difficult for patients and employees alike to recognize the differences between staff.
So the agency created a yellow-and-red version of Audi’s logo in solidarity and as part of a pledge to provide free rides for anyone working with Russia’s health service.
As part of its Colors of Hope campaign, Audi is asking other brands to follow suit and switch their logos red and yellow to mark themselves as a “brand volunteer.” Shortly after the effort launched in social media, Leo Burnett Moscow said seven other brands offered to take part, including fellow automaker Skoda, a radio station, a pharma brand called Tantum Verde and clothing retailer Avese.
Here’s a translation of the brand’s Instagram post, which has received almost 15,000 likes in three days:
In the main center for the fight against the virus in Moscow – in Kommunarka – the staff is forced to work in protective overalls and masks. For ease of identification, they came up with a badge system: red – a doctor, yellow – a nurse.
We admire the courage of all the health workers and the administration of the hospital and want to make them aware of this. We are ready to become a brand volunteer and offer our help. Now our fleet is prepared to issue cars to your needs.
@gkb40moskva, write to us, please, a direct request, we will respond as quickly as possible.
All brands that want to volunteer can repaint their logo and put #ColorOfHope so that the doctors know who they can turn to for help.
#flattenthecurve #alonetogether #stayhome
The project evolved out of the creative team’s earlier responses to COVID-19. Like many brands, Audi Russia initially altered its logo to convey the idea of social distancing.
But Ilya Pryamilov, creative director at Leo Burnett Moscow, told Adweek that the team wanted to make an even stronger message about supporting those on the front lines of fighting the pandemic.
“Now a lot of brands ask you to stay home, and we did such communication too. But it does not take heroism to stay home,” he said. “During the research, we understood how hard it is to be a medical worker right now. So we decided to show them how grateful we are.”