Title	LESSON 1
Brand	PORSCHE
Product/Service	CAR
Category	B04. Animation
Entrant	DENTSUACHTUNG! Amsterdam, THE NETHERLANDS
Idea Creation	DENTSUACHTUNG! Amsterdam, THE NETHERLANDS
Production	DENTSUACHTUNG! Amsterdam, THE NETHERLANDS
Post Production	DENTSUACHTUNG! Amsterdam, THE NETHERLANDS

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

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.

Cultural / Context information for the jury

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.

Tell the jury about type(s) of animation used and summarise any relevant challenges or techniques.

We used 3D animation to bring the stories to life. We opted for a typography-heavy animation style because this needed to be a motorsports campaign that would not (only) interest petrolheads. Because real motorsports fans already know that Porsche is deeply rooted in motorsports. So the challenge was to make this message relevant for an audience that is not necessarily interested in motorsports. Therefore, we decided not to go for the obvious motorsports style with archival footage of racing cars, but created a refreshing typographic style that allowed us to really focus on the essence of the stories. And explain the lessons Porsche learned from motorsports in a way that appeals to everyone.