In 1952, for the first time, Porsche participated in the Carrera Panamericana with a young man named Herbert Linge as the team's race mechanic. 70 years later, his story became legend in a campaign dedicated to honoring the achievements and history of that race.
Together with Porsche Latin America, we created this campaign to connect the important milestone in the history of Porsche with new audiences, and to awaken the same emotion and inspiration that had been achieved many years ago.
Our campaign is tied to the history of the brand. And the Carrera Panamericana was one of the most challenging races in the 50’s. In 1952, for the first time, Porsche took two Porsche 356’s to Mexico, a cabriolet, and a coupé, to compete. Despite all the hurdles, literal and figurative, Porsche finished the race (only half of those registered did so), marking a milestone in its history and in the brand's relationship with the region. But there are very few records of this moment in history beyond a handful of photos and Herbert Linge’s memories, Porsche's official mechanic in the '52 Carrera Panamericana. So that’s where we came in. We worked together to recreate the story based on Herbert's memories, illustrating the missing scenes by uniting each of the old photos with a collage-based animation technique.
Tied to the release of the film, Porsche also announced a unique model, the 911 Carrera Panamericana Special, which will be auctioned, and the proceeds will go to charity. The new model was built to commemorate the 356 S Cabriolet that participated in the Carrera Panamericana for the first time in 1952.
The campaign ran in nine countries across connected TV, Social, Digital, and more.