Thursday 2 March 2017

Q2 @AudiSouthAfrica #CompactSUV And @Thando_Hopa Shines in New Campaign #Untaggable

Hi Guys, 

In a genius piece of marketing synergy, inspirational South African actress, activist, lawyer and model, Thando Hopa, has partnered with Audi South Africa in a unique marketing concept for the launch of the Audi Q2 compact SUV.

Thando has long blazed her own path as a successful legal prosecutor, before becoming one of the most distinctive faces in South African fashion and an international human-rights activist.

Now she is the face of the “#untaggable local story” for the new Audi Q2.
Partnering with Audi makes sense as the brand embraces many of the same values as Thando — values like creativity, diversity and entrepreneurial spirit — and believes in inspiring South Africans to live their aesthetic and create their own reality.

“I’ve always believed in being my own person,” says Thando. Growing up looking so different, I had no role models who looked like me, so I had to follow my own path. “Today, I think I am stronger for that, and my aim is to inspire people by showing that you can succeed without having to fit any stereotypical view.

Audi’s Q2 local story aims to shed light on what motivates people like Thando to shatter clichéd conventions and create their own identity. Audi is seeking to inspire a spirit of ambitious individuality, for people to achieve success on their own terms.

“Thando was the only choice as the face of the Audi Q2 #untaggable local story,” says Head of Audi South Africa, Paul Sansom. “She personifies the Audi Q2 approach — she refuses to be boxed, labelled or categorised. We are also inspired by her personal journey, her success in so many careers and her activism on behalf of people with albinism.”

“The truth is, Thando is impossible to categorise. She is current, edgy and upscale, but refuses to fit the mould. Her inspiring life story and unique approach make her a perfect fit for the Audi Q2, a vehicle that refuses to be labelled.”

The Audi Q2 is a compact SUV with progressive coupé styling; an everyday city car with the toughness for off-road adventures; a recreation vehicle with cutting-edge technology, infotainment, and connectivity. 

Thando’s non-conformist life journey began growing up in Lenasia, South of Johannesburg, where she was born in 1989 to a film-producer mom and an engineer dad. She studied law at the University of Witwatersrand and went on to work at the National Prosecuting Authority as a prosecutor in the sexual offences court.

She ventured into modelling after being approached by designer Gert-Johan Coetzee, who spotted her in a shopping mall. She has since been the face of fashion and beauty brands and launched national conversations about albinism, prejudice and beauty. She won the “Most Stylish Model” award at the SA Style Awards 2013.
Q2 @AudiSouthAfrica And Thando Shines in New Campaign #Untaggable
The elegant, articulate Thando is a role model for women and people with albinism. She challenges prejudice locally and internationally and was invited to high-level discussions with the UN last year, to address challenges faced by individuals with albinism, and to make recommendations to civil society, government and the private sector.

“Thando has integrity, she’s brave, and she’s not here to meet anyone’s expectations,” says Sansom. “She’s also stunningly beautiful, fashionable and creative, which makes her all the more #untaggable and a perfect fit for the Audi Q2.”

Thando is currently taking a take a break from law to explore her interests in the arts and acting. In 2016 she participated in the renowned Sundance Institute’s annual Director’s Lab in Utah, workshopping a lead role for a movie.

“Local stories like Thando’s are inspirational,” says Sansom. “They make society take another look, they make us question our assumptions. Unique individuals like her help to shatter the stereotypes and redefine who we are.”

Sansom said Audi was redefining the sports utility vehicle with the exciting new Q2, which combined abundant sportiness in a premium, niche city car. The Audi Q2 local story featuring Thando launched during the recent Metro FM Music Awards, where Audi was the official vehicle sponsor of the Awards as well as a sponsor of the Best New Artist category.

Click here to view the video of Thando Hopa #untaggable

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