| Title | 911 BIRTHDAY SONG |
| Brand | PORSCHE (CHINA) MOTORS |
| Product/Service | 911 |
| Category |
G01. BRANDED GAMES |
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Entrant Company
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FRED & FARID GROUP Paris, FRANCE
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Advertising Agency
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FRED & FARID GROUP Paris, FRANCE
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Advertising Agency 2
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FRED & FARID SHANGHAI, CHINA
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Production Company
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RSA FILMS ASIA Hong Kong, HONG KONG
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Credits
| Fred/Farid |
FRED/FARID GROUP |
Chief Creative Officers |
| Feng Huang/Gregoire Chalopin |
FRED/FARID GROUP |
Creative Directors |
| Laurent Leccia |
FRED/FARID GROUP |
Art Director |
| Laurent Leccia/Adrien Gorris/Jean/Baptiste Le Divelec |
FRED/FARID GROUP |
Copywriter |
| Alexandra Marik/Terry Jin |
FRED/FARID GROUP |
Agency Producer |
| Vivian Wang |
FRED/FARID GROUP |
Account Director |
| Kylie Wang |
FRED/FARID GROUP |
Account Manager |
| Jan Richter/Friis |
RSA FILMS ASIA |
Director |
| John Payne |
RSA FILMS ASIA |
Producer |
| Carsten Balmes/Estella Yang/Logan Xu/Bob Shen |
Porsche China) Motors Ltd. |
Clients |
Creative Execution
Since its beginning, the Porsche 911 has been known not just for its curves, but also for the perfection of its engine.
It is not only powerful, but also sounds magnificent.
We are going to pay tribute to the most iconic sports car by highlighting each of its seven generations with the corresponding 7 notes in the musical scale; do / re / mi / fa / so / la / ti.
Each engine will create one note, and together they will play the melody “Happy Birthday”.
- The viral video has achieved 2,840,316 views throughout the domestic and overseas channels during two month.
- The 911 “piano” game was largely welcomed, which has been played over 1,862,717 times all over the world.
- On Weibo, China's social media, the campaign has created great buzz. Posts about the video and game have received 43,098 retweets or comments.
In 2013, the Porsche 911 is celebrating its 50th anniversary. This iconic car model made its debut at the IAA Frankfurt Auto Show in 1963, where it began its journey to inspire the sports car world.
We took this memorable moment and start a series of new brand image campaigns. Through an introduction of the 911 history, we displayed the outstanding performance of Porsche and the unique sports car culture we create. This campaign is to strengthen awareness of Porsche as a sports car maker.