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
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
Director: Joeri Holsheimer / Wefilm
Production Company: Filmmaster Mea Productions
Category: Automotive , Cars
Genre: People , Storytelling , Stunts