Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that intersts you, share your favourite stories and follow your favourite people and companies

Already have an account?

  • 272

Tonic and Audi Move the Middle East Like Never Before

Tonic International, 7 months, 2 weeks ago

Audi surprises children with new football pitch as part of ‘Audi Challenges Arabia’ campaign

Tonic and Audi Move the Middle East Like Never Before

In the latest round of the ‘Audi Challenges Arabia’ campaign, a fan has challenged Audi Middle East to light up a football pitch with Audi’s Matrix LED headlight technology, a challenge Audi couldn’t refuse.

Tonic International translated this idea into a broader initiative that is deeply part of the Audi “Vorsprung durch Technik” DNA: progress not only related to the cars, but progress to help people reach their goals.

That’s the story of The Number 10 and how Tonic International and Audi Middle East have helped an ambitious Omani boy towards reaching his dream.

Zakaria Daoud, who lives in a remote village, located in the mountains of Oman, dreams of becoming a professional football player, yet the village lacks any facilities such as a football pitch where he can develop his talent and play regularly with his friends.

Tonic and Audi Middle East have extended the challenge of lighting up a football pitch and surprised the child by building a new football field for Zakaria to practise his favorite game with his friends. Neighbouring villages will also benefit from the new pitch.

The pitch was built in the mountainous area of Al-Rustaq goveranate, which is located 1,500 meters above sea level and can only be reached by a 40 kilometer rocky off road route.

With the help of 22 new Audi Q7’s, and their Matrix LED technology, Audi completely illuminated the football pitch and surprised the village children with their new pitch.

More than 4,000 challenges have been submitted since the start of the Audi Challenges Arabia campaign.

This is the third challenge to be delivered by Tonic and Audi Middle East.

The first challenge took place during August 2015 at the Dubai Autodrome with the ‘Audi R8 Adrenaline’ challenge. The second challenge was the ‘Audi Elevation Challenge’, where an Audi RS 7 raced the elevator of the tallest building in the world - Burj Khalifa.



Brand Communications Manager: Bastiaan Jordan

Marketing & Engagement Director: Chayne Brand

Creative Agency

Account Manager: Amr Mokhtar

Copywriter: Tony Ting, Nicolas Richard

Art Director: Renaud Heneffe

Executive Creative Director: Cristiano Tonnarelli

Head of TV / Production: Renato Lamberti Sagliano

Creative Agency: Tonic International

Client Servicing: Francesca Meloni

Strategy: Arnaud Verchere

Production Company

Director: Joeri Holsheimer / Wefilm

Production Company: Filmmaster Mea Productions

Category: Automotive , Cars

Genre: People , Storytelling , Stunts