Role
Agency
What happens when you put an international pop star together with the all-electric Porsche Macan and give the singer-songwriter free rein to decide what the film will look like?
Her creativity is shining through in a new way, as co-writer and co-director of the film about the all-electric Macan. We also worked with French director Clemént Durou, known for high-profile projects like the music video for Pharrell Williams’ Happy, to craft a unique and exciting concept that authentically represents both her and Porsche.
Porsche
Porsche
Porsche
“Working on the electric Macan film was so much fun!” – Dua Lipa
Dua revealed. “Nothing was too far fetched or off the table, so they really let me run wild with it. From dreaming up these concepts that were quite literally out of this world, to seeing them evolve and be brought to life was such a thrill.”
Change. Re-interpretation. Reinvention. These have become constants in our fast-paced world. But how do you embrace change without losing your identity? For Porsche, the answer lies in authenticity. In staying true to yourself and your roots whilst adapting to an ever-changing environment. Making an impact without giving up who you are – an attitude shared by Dua Lipa and Porsche.
One of the key objectives of the all-electric Macan film was to capture the true essence of Dua Lipa. While the singer-songwriter was undeniably a creative force behind the film, it was crucial to shape the production in a way that reflected her vibrant personality.
Featuring poignant and often humorous vignettes, the film is a powerful expression of endless possibilities. There are car chases and car parties and, of course, the racetrack. Because it’s Porsche, after all. As much as an insight into the all-electric Macan, it’s also an opportunity to dive into Dua’s world.
The film is one of the most successful that Porsche has ever made. Over 100 media outlets reported on this new and bold way of collaborating with celebrities.
Without a significant media budget, we reached 78 million people worldwide to this day, including 30 million on Instagram and over 8 million on TikTok. Over 7 million people watched the film on Porsche’s YouTube channel, which only has 1.4 million followers. The overwhelming majority of viewers were young and female.
We activated the audience not only through our own, but also through Dua Lipa’s channels. Initiated with a teaser phase, the actual launch and behind-the-scenes material after to keep the conversation going, we managed to outrank the top-influencers in the industry in terms of reach.
The campaign resonated globally, reaching unprecedented numbers on social media and engaging new audiences for Porsche in markets where it was not relevant before, but now has become a cultural phenomenon after the notoriety reached with this idea.
