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.

Service

Campaign Management, Media Production

Client

Audi, Abu Dhabi

Industry

Automotive

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

Our production team conducted an extensive search across Abu Dhabi’s diverse landscapes to find the perfect settings that would visually complement the themes of sustainability and progress. The shoot took place in both the serene desert and the bustling cityscape, with the Audi Q8 e-tron featured prominently alongside Salem as he delivered his powerful poem. The key reel, launched on December 2nd, 2023, during the UAE National Day celebrations, was designed to capture attention and highlight Audi’s role in driving the UAE towards a sustainable future.

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.

Watch the key reel linked here ➝.

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