Title | LESSON 2 |
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
|
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 |
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 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.
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.