Brand | PORSCHE |
Product/Service | PORSCHE TAYCAN CROSS TURISMO |
Entrant | KEKO FZ-LLC Dubai, UNITED ARAB EMIRATES |
Category | Use of Licensed / Adapted Music |
Idea Creation
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KEKO FZ-LLC Dubai, UNITED ARAB EMIRATES
|
Media Placement
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PHD MEDIA MENA Dubai, UNITED ARAB EMIRATES
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Production
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KEKO FZ-LLC Dubai, UNITED ARAB EMIRATES
|
Production 2
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Stoked FZ LLC Dubai, UNITED ARAB EMIRATES
|
Post Production
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KEKO FZ-LLC Dubai, UNITED ARAB EMIRATES
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Post Production 2
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Stoked FZ LLC Dubai, UNITED ARAB EMIRATES
|
Write a short summary of what happens in the film
The hero film was shot in two extreme, contrasting, locations: -30°C Levi, Finland and +30°C Liwa desert, UAE. Shot exclusively by FPV drone, by renowned pilot Johnny FPV, with 0 CGI the film seamlessly transitions between the two worlds, with never-before-seen shots like the moving fly-through the window shot.
Throughout the film we transition between two opposing, but connected narratives: we see our track in Finland, and then with a swipe see a precise replica in Liwa; Huskies in Finland, then Salukis (desert dogs) in the Liwa - all the while showing the agile and aggressive performance of the car with hyper-slow motion Freefly Wave and Red Komodo captured shots.
Cultural / Context information for the jury
In the Middle East, Porsche was seen as a brand that appealed to a more mature target audience (45+) than our new strategic target groups (the content hungry 'Driven Youth' (20-40 YO, mobile-first, digital natives) and 'New Creative Leaders' (40-55 YO, lovers of design and craft). In that respect we had a mountain to climb to shift brand perceptions and authentically connect. The other factor at play was that Porsche's first all-electric was getting petrol heads questioning whether it would really perform like a true Porsche sports car.
Tell the jury about the choice of music track.
The track used, Another Level by Oh the Larceny, was chosen because of its driving beat and perfectly linked lyrics.
Pacing: with zero dialogue and 3 minutes to fill, we needed a track that drove the beat while allowing lulls for more tranquil scenic moments that wouldn't overpower the subtle hum of the all-electric engine. Extended percussive moments also allowed us to build suspense before hero transitions.
The track's lyrics told an audible story where we had no dialogue:
“Calling on the beast, the tiger underneath” (references the Porsche soul we were working to show that still existed in this all-electric Porsche)
“Starting to believe the world is at my feet” (references the car proving itself through the film)
“Ready for the feast, it’s all within my reach” (this lyric comes just before the first hero performance moment from the car, cementing its sports car status in the film.)
Credits
Nora Ferneine |
Keko Dubai |
General Manager |
Sandy McIntosh |
Keko |
Executive Creative Director |
Rolf Eggers |
Keko |
Senior Art Director |
Andreea Mititiuc |
Keko |
Agency Producer |
Aaron Leung |
Keko |
Senior Copywriter |
Mohammed Hussein |
Keko |
Motion Graphic Artist |
Asgar Ali Anwar |
Keko |
Head of Final Art |
Zamzi Anwar |
Keko |
Digital Technical Manager |
Georgios Dimakis |
Keko Dubai |
Account Manager |
Shrey Sharma |
Keko Dubai |
Senior Account Executive |
Manfred Bräunl |
Porsche Middle East & Africa |
Chief Executive Officer |
Markus Peter |
Porsche Middle East & Africa |
Marketing Director |
Gero Stanzel |
Porsche Middle East & Africa |
Marketing Manager |
Charbel Aouad |
Stoked Films |
Executive Producer |
Pascal Baboudjian |
Stoked Films |
Production Manager |
Rita El Hachem |
Stoked Films |
Executive Producer |
Emad Hashem |
Freelancer |
Editor |
Jukka Honkavuori |
Freelancer |
Precision Driver |
Jake Irish |
Freelancer |
Editor |
Courtney Jenkins |
Freelancer |
Music Supervisor |
Dina Kreik |
Stoked Films |
Post Producer |
Juha Matti Nieminen |
Directors Guild |
Executive Producer |
Marshall Plante |
Olio Creative |
Grading |
Anju Purushot |
Stoked Films |
Post Producer |
Johnny Schaer |
Freelancer |
FPV Drone Pilot |
Nicholas Schrunk |
Freelancer |
Director |
Keith White |
Freelancer |
Sound Designer |
Jay Wud |
Mango Jam |
Music Editor |
Links
Video URL
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Video URL