Porsche // I am Athlete
How do you convince consumers that golfers are real athletes and that the Porsche Callebra is a sporty SUV?
They say SUV’s can’t be sporty. And golfers? Well they’re not real 'athletes'. In this campaign, we proved them wrong on both counts. ‘I am Athlete’ - featuring Xander Schauffele - promoted the all-new Cayenne Coupe SUV through Porsche’s title sponsorship of the European Open. Hired by our good friends at Octagon and collaborating with Peoplegrapher, we showed the lengths that golfers like Xander have to go to in order to be in prime condition to be ready for the rigours of the golf tournament circuit, as well as highlighting the surprising sporty dynamism, agility and power of Porsche’s new SUV.
“I am athlete” ran as a TVC on Sky Sports as well as digital + social channels.
The Porsche client loved the ‘I am Athlete’ campaign so much that they wanted to use the creative platform to promote their association with the Women’s WTA Finals tournament in China. Showing how - in a sport that has previously been dominated by men with unequal money prize pots - women tennis players are athletes in their own right, while highlighting the Cayenne Coupe SUV’s surprisingly sporty attributes.
Porsche // I am Athlete
Integrated Campaign
Creative Direction
TVC
Design
Print/Outdoor
Digital
Social Content
