Audi A5
In 2008, Iconic successfully won the pitch to launch the Audi A5 to the Middle East. The A5 is Audi’s first coupé since 1996 and was described by Audi’s former Head of Design, Walter de’Silva as “the most beautiful car I have ever designed.”
The events were rolled out back to back throughout June and July across the Middle East in 7 destinations including Dubai, Abu Dhabi, Doha, Kuwait, Damascus, Muscat and Jordan. National, trade and local press and the general public were among the attendees, whose numbers ranged from 100 to 850 people.
The events were designed to blend local Arabian culture with European sophistication. The car was concealed under a tensile construction onto which we projected a film, which screened a journey of the A5 travelling through local environments, deserts, cityscapes and beaches.
The events were extremely well received, reinforcing the brand as a leading German car manufacturer of innovation and design.