Cannes Lions

The Enduring Bond

CRAMER KRASSELT, Chicago / CRAMER-KRASSELT / 2016

Film
Supporting Content
Supporting Images

Overview

Entries

Credits

Overview

Description

We created a documentary about the enduring bonds of endurance racing -- the relationships, the struggles, the arguments, the fellowship between drivers, fans and crew – and we called it “The Enduring Bond.”

And we set it at the legendary 12 Hours of Sebring endurance race – a fitting pressure-cooker for seeing if these bonds could endure all 12 pressure-packed hours of racing, and an ideal venue for witnessing familial bonds formed and renewed.

Execution

The documentary put under a microscope these emotional bonds, and climaxed in a thrilling fashion with a shocking, and heartbreaking finish at The 12 Hours of Sebring.

One finished, the documentary went live shortly before the 24 Hours of Lemans race, the most popular on the circuit, for maximum impact. It was hosted on Porsche’s motorsport site, and lived on Porsche’s owned social channels.

To build anticipation for the film, we also teased the documentary with short “mini-trailers” that we seeded across pre-roll and Porsche’s social channels. The mini-trailers served notice that this was going to be a different kind of racing documentary, one that treated drivers not as machines but as the human beings they are.

Outcome

The documentary accomplished everything we wanted it to and more: 5.7 million total views across the campaign with over 151,000 views to the film’s completion, 96% neutral-to-positive sentiment on Twitter, and a significant uptick of consumers in Porsche’s brand monitoring saying Porsche “stands for motorsport”.

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