PORSCHE THE DRIVEN

Shot in Beijing,  Shanghai, Chiang Mai, Milan, Quzhou, Guangzhou, Chongqing, and Hong Kong. 

Advertising Agency: Ogilvy  // Production House: Fanatic // EP:  Michael Wang   // Director: Marcos Mijan // DOP: Lukas Milicevic// Editing & Music Mix: Bell// Colour: Zhang Yingjie.

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Porsche asked to produce 12 short films to portray in an authentic and credible way some relevant Porsche owners across China and make them the protagonist of an interesting story based on their real profession and life habits. 

I worked out 12 different stereotypes coming from cultural, technical and academical backgrounds. 

Using Porsche database and dealer contacts we search for real Porsche owners that could fulfill those profiles. 

Once selected and having some meetings with them, I developed dedicated storylines that could help introduce in an interesting and cinematic way each of them.

The result was the production of 12 short films, each having one of those people as a protagonist.  Traveling all along China, Italy, Thailand, and Japan, each film introduces the character and their craft.  

The short films were featured in cinemas, placed before some blockbusters, and in a dedicated microsite where people could know more about the character’s profession and the Porsche model they drive, 

The campaign gathered more than 6 million plays in social media and intense press coverage. 

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对保时捷这个品牌来说,改善其车主在公众眼里“奢靡、肤浅、狂妄”的形象至关重要。 

为实现这一点,保时捷找到了我们,为其制作一系列微电影,希望以真实可信的方式描绘它们在中国各地的保时捷车主,并根据他们真正的职业和爱好创造一组有趣的人物形象。

通过对车主学历、职业、爱好等相关信息的收集,我挑选出了12位最具代表性的人物做主角。而我们也通过保时捷客户数据库以及各地经销商联络到了符合要求的车主们。

角色确定后,我们首先通过聊天的方式,提炼出了适合他们的情节,力求用独特有趣的方式讲述他们自己的故事。

最终我们完成了12部微电影,每一部都以一位车主为主角,拍摄他们的旅行、生活。在中国、意大利、泰国和日本取景,纪录并描绘他们的平凡生活与独特匠心。

这一系列影片也被用在了院线广告中,会在院线大片开演前播出 。同时保时捷公司还专门制作了此系列片的官方网站,方便大家观看、了解片中车主及他们所拥有的车型。

此项目在网上收获了超过600万的浏览量,各大媒体争相报道,取得了很大的成功。