Decades of Progress

REBEL Media GmbH Executive Creative Director: Kai Klinke Director Strategy: Andreas Jenninger Creative Director & Camera: Felix Stürmeyer Director & Edit: Max Prothmann Photo: Mathieu Bonnevie Producer: Simona Daniel Line Producer: Julia Veela Postproduction: Harbour  Projectmanagement: Michael Brahmst CEO: Christian Maria Herles Managing Director: Sabine Zygmanowski   We Are Social Germany GmbH Executive Creative Director Social Media: Sandra Schilling Creative Director Social Media: Martin Lieser Creative Director Social Media: Fabio Lazzari Creative Director Social Media: Gabriel Lepesteur Senior Art Director Social Media: Megan Bryden Senior Art Director Social Media: Alessandra Smiderle Copywriter Social Media: Andrea Mühlhaus Senior Social Media Manager: Jakob Jung Account Director Social Media: David Groove Senior Account Manager Social Media: Philip Gatza Project Manager Social Media: Lavinia Gather-Stammel CEO: Roberto Collazos Garcia 

In 2022, Audi presented the Audi S1 quattro Hoonitron, exclusively developed for rally icon Ken Block. Following its debut, Ken's daughter, Lia, an aspiring racer, humorously lamented on social media about being left with "old" models while her father enjoyed the best. Tragically, Ken passed away in early 2023, leaving a profound legacy and his 17-year-old daughter. Seizing the moment to honor Ken's memory and support Lia's rising career, Audi decided to fulfill her previously unexpressed wish. Audi invited Lia Block to drive the exclusive S1 Hoonitron, as a tribute to her father, Ken Block. Enhancing this, Audi partnered with Michèle Mouton, the first woman to win the World Rally Championship, symbolizing a bridge between past and future female achievements in motorsport. This collaboration, where Mouton passed her legacy to Lia on historic ground, highlighted Audi's commitment to progress, diversity, and female empowerment. Audi captured the motorsport community's desire to see Lia Block as the next driver of the S1 Hoonitron. The campaign's highlight was a video showcasing Lia's first drive in her father's car and her encounter with Michèle Mouton. Over a week, we combined organic and paid strategies to spread the message and initiate conversations about empowering the next generation of female racing drivers. This careful planning and execution aimed to amplify our message across a global audience, engaging deeply with the motorsport community.