保时捷艺术公园丨美国迈阿密丨XDA 团队

PORSCHE ART PARKArt Basel 2021ROLESCREATIVE LEAD : CLIENT FACING

THE CHALLENGETo curate a socially-shareable experience that maintains artistic authenticity, while also reflecting the Porsche lifestyle. Creating an experiential expression of the 'Art Not Ads' campaign, this experience was created to increase brand love and not be salesy in any way.

THE OPPORTUNITYConnect with a key audience in an approachable way that introduces, elevates, and grows their relationship with the brand.

THE GOALSEnhance brand perception. Create engagement opportunities whilst maintaining an efficient throughput. Create multiple sharable moments to increase Social reach.

A VISUAL OASIS DRIVEN BY THE PORSCHE LIFESTYLE

During Miami Art Basel, this five-day activation amplified Porsche’s art installations in the trendy Wynwood Walls district. Open to the public, guests were encouraged to enjoy artwork from well-known street artists 2ALAS, Bikismo, Golden305, Gina Kiel and Alan Ganev. Capture content, and engage with the Porsche #NoSmallDreams.Our XDA team brought this space to life through a variety of branded activations, including, a chrome wrapped Taycan 'Art Car', rotating hospitality, artist meet-and-greets, exclusive merchandise drops, a digital graffiti wall, and more. Shout out to my creative team Kyle Everett and Sabatani Shetu, Lauren Hendrick our account lead, and our production team Ben Leininger and Craig Boyajan.As new Porsche fans reflected on the artwork, our chrome-wrapped Taycan also reflected and refracted the vibrant murals. During every step, our strategic measurement plan ensured Porsche’s goals were clearly met and delivered.

RESULTS6,931 Attendees – 900 Giveaways10M+ Impressions – 1,500 QR Scans7,436 Graffiti Wall Impressions