Porsche Film, Digital CURVE by Fred & Farid Shanghai

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Industry Cars
Media Film, Digital, Interactive & Mobile
Market China
Agency Fred & Farid Shanghai
Creative Director Feng Huang
Released April 2013

Credits & Description

Category: Best Digitally Led Integrated Campaign
Advertising campaign: CURVE
Art Directors: Adrien Goris (Fred & Farid Shanghai)
Executive Creative Directors: Fred & Farid (Fred & Farid Shanghai)
Copywriters: Jean-Baptiste Le Divelec (Fred & Farid Shanghai)
Art Directors: Laurent Leccia (Fred & Farid Shanghai)
Copywriters: Laurent Leccia (Fred & Farid Shanghai)
Creative Director: Feng Huang (Fred & Farid Shanghai)
Copywriters: Adrien Goris (Fred & Farid Shanghai)
Art Directors: Jean-Baptiste Le Divelec (Fred & Farid Shanghai)

Brief Explanation
The New Caymans S allows drivers to enjoy turns and bends like no other car before. We wanted to celebrate curves over straight lines, with a campaign that defies media conventions. We produced a series of innovative hacks designed to surprise Chinese web users. On Huaban, Chinese’s Pinterest, we demonstrated in a simple way that “the freedom is in the curve”. Then we hacked the most famous straight line in all China: the progression bar on Youku, Chinese’s Youtube. But it was not enough. We decided to look how the global Porsche website was coded and add an Easter egg directly into the code