DRIVEN BY DREAMS
BRIEF
IDEA
Porsche wanted to grow brand affinity with their new strategic audiences, in particular the Driven Females segment. We needed a campaign that could bring to life the brand’s purpose, Driven by Dreams, and reflect Porsche’s ethos of supporting those in the pursuits of their dreams.
Focussing on our target audience’s passion for art and technology, we partnered Porsche with Wallpaper*, a global authority on design with esteemed credibility in the art world and impressive reach with our target audience.
Together, we commissioned creative studio – Lusion, to create a digital interpretation of the inspiration behind Ferry Porsche’s dream of a modern sports car. With the aim to encourage fascination, emotion and a long-lasting connection between Porsche and the Driven Females.
CAMPAIGN
The campaign saw us create a cutting-edge blend of technology, art, and animation that encapsulated Porsche’s Driven by Dreams brand ethos. Digital studio Lusion has created a short film inspired by Ferry Porsche’s dream of a modern sports car, the catalyst that inspired the brand. Using generative art and expressive motion graphics to illustrate the evolution of the creative process from spark of conception to finished car, this dynamic visual journey culminates in an exotic representation of the distinctive flowing silhouette of the Porsche that started it all, the 356/1.
The artwork was hosted on a bespoke Wallpaper* webpage alongside articles exploring the history of Porsche and the origins of the Driven by Dreams brand purpose.
It was promoted through display, social and email newsletters, driving traffic to the webpage and could be seen at key out of home placements across transport hubs and throughout the UK.
Finally, the campaign concluded with a spectacular showcase of the artwork at Outernet, London, where the film was shown on 8k immersive screens for industry creatives.
RESULTS
IMPRESSIONS
Wallpaper* & PHD Media
82
MILLION