Title | LESSONS FROM THE TRACK |
Brand | PORSCHE |
Product/Service | CAR |
Category |
E03. Online: Fiction & Non-Fiction |
Entrant
|
DENTSUACHTUNG! Amsterdam, THE NETHERLANDS
|
Idea Creation
|
DENTSUACHTUNG! Amsterdam, THE NETHERLANDS
|
Production
|
DENTSUACHTUNG! Amsterdam, THE NETHERLANDS
|
Post Production
|
DENTSUACHTUNG! Amsterdam, THE NETHERLANDS
|
Credits
Britt Boss |
dentsuACHTUNG! |
Strategy |
Kika Douglas |
dentsuACHTUNG! |
Executive Creative Director |
Jasper Janssen |
dentsuACHTUNG! |
Creative Director |
Ruurd Neurink |
Pon Porsche Import (PPI) |
Client |
Anne Pellekoorn |
Pon Porsche Import (PPI) |
Client |
Miles Salé |
dentsuACHTUNG! |
Designer |
Sam Souen |
dentsuACHTUNG! |
Creative Director |
Mayke van de Rijt |
Pon Porsche Import (PPI) |
Client |
Rita Lopes van den Broek |
dentsuACHTUNG! |
Copywriter |
Bex McNally |
dentsuACHTUNG! |
Art Director |
Ralph Balk |
dentsuACHTUNG! |
Business Director |
Amber Akkermans |
dentsuACHTUNG! |
Sr. Content Producer |
Norbert Hoogeslag |
dentsuACHTUNG! |
Designer |
Alya Lugovaya |
Bakehouse Production |
Head of Production |
Kostya Korobkin |
Bakehouse Production |
Head of Production |
Sophya Katulska |
Bakehouse Production |
Executive Producer |
Mitya Katkin |
Bakehouse Production |
Creator and Lead art |
Dima Rodionov |
Bakehouse Production |
Concept Artist |
Denis Kharitonov |
Bakehouse Production |
CG Supervisor and Lead animator |
Vanya Maslov |
Bakehouse Production |
Composer |
Stas Paushev-Neznakomov |
Bakehouse Production |
SFX |
Yaroslav Redkin |
Bakehouse Production |
SFX |
51 North |
51North |
Campaign website |
Write a short summary of what happens in the film
In each episode we highlight a motorsports failure of Porsche. We transparently share some of Porsche’s all time lows and the lessons they took from it.
Lesson 1 shows how a mistake almost cost the driver his life. Surprisingly this led to even more motivation. The lesson? without setbacks there’s no success.
Lesson 2 shows Porsche’s attempt to join the Indycar series. Porsche tried to enter with a carbon body. While they were forced out of the race on technical grounds, time proved them right, since carbon is the standard today. The lesson? When everyone rebels against you, you might be onto something.
Lesson 3 shows Porsche’s spectacular failure developing the first supercar for a race that was scrapped. Porsche kept going. They tried to pivot towards the Dakar Rally instead. The first two years they didn’t even finish. But the third time they won. The lesson? Never give up.
Cultural / Context information for the jury
Within high-end luxury car brands even mentioning the word ‘’failure’’ is a completely taboo.
For most high-end luxury car brands even mentioning the word ‘’failure’’ is a complete taboo.
The standards in the industry are very high - perfection and showing success are the norm. They are supposed to be infallible. While of course… they are not.