Porsche X Kitesurfing

TVC // digital // SOCIAL 

Porsche decided to attract a younger audience and entered the Kitesurfing world by launching the Porsche Kitesurf Cup in Tarifa, Spain. They wanted a campaign that raised awareness of the event and their entry into the sport as well as driving interest in the Porsche Taycan Cross Turismo as an aspiratonal car for their new demographic.

But kitesurfing's audience is different to the normal Porsche demographic. Working alongside Octagon, we needed to show Kitesurfers that they have more in common with Porsche than they think. So a campaign was created that showcased the duality of both audiences being dreamers who have a thrill for adventure, seek exhilaration and choose their own path as opposed to following others.

As part of the 'Do you follow?' campaign we brought in World Champion Liam Whaley and Spanish Champion Rita Arnaus as Official Ambassadors and positioned the Porsche Taycan Cross Turismo as a car ready made for their lifestyle. Designed to thrill - it combines performance with SUV practicality, making it the ultimate car for those whose stage is the open road/sea.

The TVC and social films showed how the athletes' passion, excellence and obsessive mindset is the secret to their success. Showing whether the kitesurfers are on the waves or in a Porsche, they are driven to push their limits and elements to take themselves further than they ever thought possible in pursuit of their dreams.

In the series of long form social content entitled 'World of Whaley' fans could get a closer look at what happened behind the scenes during the Porsche X Kitesurfing shoot in Tarifa, withLiam testing the new Taycan Cross Turismo and enjoying the Tarifa Lifestyle with friends both on and off the water.