Cannes Lions

The 24 Minutes of Le Mans

GRABARZ & PARTNER, Hamburg / DR ING PORSCHE / 2019

Presentation Image
Presentation Image
Supporting Images
Supporting Images
Supporting Images
Supporting Images
Case Film
Presentation Image
Presentation Image
Supporting Content
Presentation Image
Demo Film
MP3 Original Language
Presentation Image
Presentation Image
Presentation Image
Presentation Image
Supporting Images
Case Film
Supporting Images
Presentation Image
Supporting Images
Case Film
Presentation Image
Presentation Image
1 of 0 items

Overview

Entries

Credits

Overview

Background

Porsche and the 24 Hours of Le Mans race share a legendary connection that goes back decades. After three overall victories in a row, Porsche decided to bid farewell to Le Mans’ LMP1 prototype class. The task was to bid a proper farewell to the legendary race they had been participating in for over 60 years.

Idea

Porsche and the 24 Hours of Le Mans race are a motorsport legend that goes back decades. After three overall victories in a row, Porsche decided to end their participation in Le Mans’ LMP1 prototype class. The task was to bid a proper farewell to the legendary race they had been participating in for over 60 years.

We went into the archives or Porsche Motorsport to dig up the most captivating stories from their over 60 year engagement in Le Mans. And then, we told that story. 24 stories, to be exact, in 24 symbolic minutes. The biggest victories, the hardest defeats, the most personal moments. Well-known stories, as well as tales that have never been told before.

Strategy

Die-hard petrolhead motorsport fans were heartbroken when Porsche decided to leave the LMP1 class. So they were the people to address with our content. At the same time, they are the ones with the deepest knowledge of brand history – so we had to make something truly special they had not heard before.

By working together closely with the people responsible for the archives at Porsche, we chose a mix of known and unknown stories from the brand’s history – and made sure that all of them were told in a unique, new way that has not been heard before.

Execution

By working together closely with the people responsible for the archives at Porsche, we therefore chose a mix of known and unknown stories from the brand’s history – and made sure that all of them were told in a unique, new way that has not been heard before.

And then, we immortalized the last set of tyres of Porsche’s victorious race car, the 919 Hybrid. We cut them and pressed a vinyl record out of them – a unique collector’s item, limited to 200 pieces. With the 24 stories on it.

The fans were able to get their hands on these records on one day only: On the 24th of February, we auctioned the first 24 of these records for the good cause. The auction was announced through Porsche’s social media channels.

At the same time, the audio documentation was uploaded to selected streaming platforms.

Outcome

The social media announcements were met with great response from the fans. Press from 29 countries covered the story of this design monument for Porsche’s history in Le Mans. People from 146 countries visited the microsite and 1,856 fans registered for the auction to bid on the 24 exclusive pieces. In the end, a six-figure sum was raised for „Loisirs Pluriel“, an organization working with disabled children in Le Mans. The auction put three of the records in the top 20 of the most expensive vinyl records of all time.

Similar Campaigns

12 items

Presenting a legend

DR. ING. H.C. F. PORSCHE, Stuttgart

Presenting a legend

2019, DR ING PORSCHE

(opens in a new tab)