2016 Winners & Shortlists

The Campaign

Audi supports the dreams of a talented boy to become a professional footballer, by delivering, building, and lighting up a football pitch for him. Our protagonist, Zakaria is a young boy who lives in the small village of Balad Sayt, Oman. It’s a remote village surrounded by majestic mountains. He has a big dream: to become a professional footballer. Through interviews done with Zakaria, his father and an old neighbour – as well as the footage captured, we learn that Zakaria faces a big obstacle. Living so far away from everything, there isn’t proper infrastructure for him to train. Audi decides to support his dreams. A total of 22 Audi Q7 travel to the mountainous village. Even though the roads are rough and dangerous, Audi persists in their mission. In the end, we deliver, build and light up a football pitch. It shows Audi's commitment to progress, under any condition.

Creative Execution

For authenticity, we used a documentary style approach, with a high sense of aesthetic. This is achieved through beautiful photography and filmic lens choices. To further enhance the cinematic quality, we used a widescreen crop on the footage. Camerawork was observational and organic, yet considered and composed. Stable handheld helped to create intimacy. We wanted our viewers to feel and fall in love with our protagonist. Natural lighting was used to create beautiful photographic imagery that lifted our story to cinematic proportions. It was for practical reasons too. We wanted to avoid big lights or grip trucks, which might interfere with the scene or distract our protagonist and other characters – none of which are professional actors. Drone shots further helped to add to the production value – capturing both the majestic surroundings of the location, the convoy of Audi Q7 travelling to the village, and the final reveal of the football pitch.