The 'Story of Progress' interview series explores the ideas, visions and expectations of what the future may look like and how we as South Africans can be encouraged to get there.

"By showcasing and bringing to life the stories of a few South Africans who are doing extraordinary work within their respective fields, we aim to inspire an optimistic outlook towards the future and a certain conviction of how impactful each of us can be," says Tarryn Knight, head of marketing, product and PR at Audi South Africa.

Knight adds, "This campaign has been a great way to localise our brand ethos of 'progress' and 'future is an attitude' in a way that is relatable and meaningful to our audience. While electric mobility is an exciting step towards the future, the associated benefits of design, digitalisation, performance and sustainability are great reasons to believe in it too."

The Audi 'Story of Progress' campaign includes a local angle and follows a continuation of global stories carried out by international personalities like:
  • Janelle Monáe, singer and songwriter
  • Regé-Jean Page, actor, and
  • Stella McCartney, fashion designer.
The integrated campaign, which spans digital and above-the-line channels, is delivered through an interview-style execution that aims to drive meaningful thought and conversation.

Neil White, creative director at Audi's creative agency Ogilvy South Africa, says, "The future that we'll be greeted by tomorrow depends on the attitudes, abilities and personal beliefs we use to confront the challenges of today. To highlight Audi's recent launch of the e-tron brand and the range of fully electric vehicles, we chose four prominent South African change-makers to explore their perspectives on progress and their personal visions for the future."

"Despite their different careers and passions, there was one thought that remained consistent — that progress made individually should be should be progress shared with all," adds White.

Audi's 'Story of Progress' campaign focuses on four distinctive themes:

Sustainability, led by Hanli Prinsloo

"When you have only one breath on which to dive deep, you appreciate what a finite resource is," says Prinsloo, free diver and ocean conservationist.

Prinsloo adds, "We are living in a golden age of sustainability with access to knowledge that, if properly harnessed, can create a world of new possibilities. You protect what you love."

Design, led by Donald Nxumalo

"Our future relies on the small steps we take together, every day," says Donald Nxumalo, an award-winning interior designer who has a unique ability to reconfigure the stories of the past in the spaces he shapes. He speaks about how collaboration and purposeful design will aid in creating a future in which we all reap the rewards.

Nxumalo adds, "The biggest change comes from pitching up every day." 

Digitalisation, led by Aisha Pandor

"The digitalisation of industries can help spread ideas and opportunities exponentially, bringing with it the power to solve some of the biggest issues that we face today," says Aisha Pandor an entrepreneur, investor and mom. 

Performance, led by Dion Chang

"Pushing boundaries is crucial for performance," concludes Dion Chang, founder of Flux Trends.

Individuals are encouraged to view Audi's 'Story of Progress' campaign here. 

For more information, visit www.audi.co.za. You can also follow Audi South Africa on Facebook, Twitter or on Instagram.