The Art of Drive aimed to increase brand relevance and consideration among new audience groups by understanding that contemporary luxury audiences want brands who lift them up and help them realise their aspirations. We used Porsche’s history as a brand driven by a dream - to make the perfect sports car - as our inspiration. What followed was a comprehensive digitally led mentorship program, The Art of Drive. In partnership with Condé Nast, bringing together, for the first time, Vogue and Wired, the program featured the brightest cultural luminaries to inspire our audiences creativity, and provide tangible insights and interactive content to ground that inspiration in crucial learnings for success.
At its heart The Art of Drive is a video led platform designed to inspire audiences with inspirational films to achieve their dreams and then crucially provide the tools to achieve them through insightful educational content. Along the way our audience could even interact with talent through a series of virtual events, making sure they got learnings which were relevant to them.
Smashed all brand, industry and Condé Nast KPIs & Benchmarks
INTERNATIONAL ACCOUNT MANAGER
INTERNATIONAL SENIOR ACCOUNT DIRECTOR
CHIEF PRODUCTION OFFICER