To celebrate 75 years of Porsche, 60 years of the 911 and 100 years of Le Mans, we created a massive celebration in downtown Toronto.
The Challenge
The celebration was designed to showcase the three significant milestones in perfect harmony while creating excitement about the Porsche brand to the next generation of drivers by celebrating the brand’s rich history through to today’s shift towards electrification.
Strategic Approach
Each element of the 70,000 square foot space was designed to highlight a different part of Porsche’s prestigious heritage with stunning visuals and interactive elements that fused art, music and food. Guests were treated to premium hospitality, a ride and drive experience, interactive stations, guest speakers, a kid’s zone, an art battle and a live screening of the 2023 Le Mans race. The experience also seamlessly integrated 10 Porsche partners such as Air Canada, Tag Heuer, LEGO and Cobble Beach.
The Campaign
The experience was designed to accommodate various groups of attendees such as internal stakeholders, media, Influencers and VIPs, owners and prospects. This required the space to be reset multiple times over the weekend, requiring a high-level of coordination.
