LESSONS FROM THE TRACK

TitleLESSONS FROM THE TRACK
BrandPORSCHE
Product/ServiceCAR
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
Name Company Position
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.