The Art of Progress: Audi Abu Dhabi’s National Day Campaign with Salem Al Attas
For UAE National Day 2023, Audi Abu Dhabi teamed up with Eighty Six Media to create a compelling campaign aligned with the national theme, “Today for Tomorrow,” which focuses on sustainability. This theme perfectly matches Audi’s commitment to sustainability and the electrification of its vehicle lineup. To effectively communicate this message, we collaborated with Salem Shukri Al Attas, the first Emirati slam poet, known for his ability to craft culturally resonant poetry. This partnership aimed to highlight the values of unity, innovation, and collaboration that both Audi and the UAE hold dear.
Our Approach
Recognizing the deep cultural significance of poetry in the UAE, we selected Salem Al Attas to create a narrative that reflects Audi’s sustainability goals while resonating with the UAE’s rich heritage. The carefully crafted script emphasized the connection between tradition and modern innovation, positioning the Audi Q8 e-tron as a symbol of the UAE’s forward-thinking vision.
By integrating the art of poetry, we sought to engage the audience on a deeper emotional and cultural level, enhancing the campaign’s impact.
Execution
Conclusion
This National Day campaign successfully showcased the alignment between Audi’s values and the UAE’s vision for the future. Through the collaboration with Salem Shukri Al Attas, we honored the UAE’s cultural heritage while demonstrating Audi’s commitment to sustainability and innovation. The campaign not only strengthened Audi’s brand presence in the UAE but also reinforced its position as a leader in sustainable luxury vehicles. This initiative serves as a testament to Audi’s dedication to progress, making it an integral part of the UAE’s journey towards a brighter, more sustainable future.
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