PORSCHE
THE 24 MINUTES OF LE MANS
Context: Porsche won’t be racing the 24 hours of Le Mans anymore. After winning three times with the 919 Hybrid, the carmaker has retired from LMP1. How can we pay tribute to the incredible history of Porsche in Le Mans?
Idea: Rather than putting the 919 Hybrid in a museum, we gave new life to its tires in audio form. Together with Grabarz & Partner, Porsche pressed records from the tires of the 919 Hybrid, and created an auditory monument: 'The 24 Minutes of Le Mans'.
AUDIO MASTERPIECE – THE 24 MINUTES OF LE MANS
Divided into 24 chapters, the record is recounting Porsche's impressive history on the French race course - the wins, losses and drama. Featuring exclusive interviews with celebrities such as Steve McQueen's son Chad, and Hans-Joachim Stuck, this audio storytelling jem allows listeners highly personal insight into the magic surrounding this race.
Divided into 24 chapters, the record is recounting Porsche's impressive history on the French race course - the wins, losses and drama. Featuring exclusive interviews with celebrities such as Steve McQueen's son Chad, and Hans-Joachim Stuck, this audio storytelling jem allows listeners highly personal insight into the magic surrounding this race.
THE RECORD & AUCTION – The 24 minutes of Le Mans
The audio was broadcasted on Deezer, and 200 individually numbered vinyls were created, then elaborately packaged in cardboard and plexiglass. In February 2019, 24 of these records were auctioned off online. Porsche gave all proceeds of the auction to Le Mans Loisir Pluriel, an organization dedicated to helping children with disabilities.
SOUNDCLOUD - Listen to the record 'The 24 Minutes of Le Mans' on Soundcloud
My role as Copywriter:
- Two creative from the Porsche team came up with the amazing idea of the record.
- I was part of the Copywriters team: doing the initial research, and crafting each story into a 1 minute audio script.
- I researched articles about Porsche in Le Mans, contacted French speakers for interviews.
- I took part in the writing of Intro, Chapter 6, 7, 12 and Outro.
CREDITS
Advertising Agency: Grabarz & Partner
CCO: Ralf Heuel
CEO: Reinhard Patzschke
Creative Team Lead: Ralf Nolting
Creative Directors: Frederik Wetzel, Tim Lehnebach, Jonas Keller
Digital: Ulrich Erdmann, Janik Pahl, Ann-Kathrin Großhammer, Jan Szidat
Art Directors: Felix Hoffmann, Leonie Petersen, Thomas Schraudolf, Julia Szubrich
Copywriters: Oliver Weber, Andrew Reid McEvoy, Hamza Ali, Niklas Werner, Emilie D'Amico, Clotilde Maillard, Gabriela van der Linden
Account Manager: Julica Hauke, Sarah Süß
Art Buying: Lara Kortbrae
Production: Jörg Nagel
Moving Images: Petra Ahrens
Client: Dr. Ing. h.c. F. Porsche AG
Director Marketing Communications: Oliver Hoffmann
Audio and music production: MOKOH Music Berlin
Executive Producer: Stephan Moritz
Music/Composer: Marcel Neumann, Stephan Moritz
Narrator: Gyles Grandreth
Filmproduction: Digitalsinn
Director: Raphael Weber
Full credits of the project here.
