Driven by Dreams

Wallpaper* / Future / DRUM


In a world where luxury consumer desires and attitudes are shifting, Porsche recognised the need to talk to future audiences, not through the lens of product, performance and design, but instead to their deeper motivations.

So, to inspire Porsche’s Driven Female audience, and celebrate the 75th anniversary of Ferry Porsche’s dream, Porsche partnered with Wallpaper* to bring his most ambitious creation, the 356/1 roadster, to life again – re-imagining the process and pursuit of turning dream into reality as a one-of-a-kind digital artwork. The Driven by Dreams Art Installation would be an experience combining the complexity and tensions felt by Ferry during his own creative process with the aesthetic quality of his final creation, unveiled on the world’s largest DOOH screens at The Outernet London, to match the scale of Ferry’s ambition. Creative studio, Lusion re imagined an artistic expression of the creative dreaming process, experimenting with cutting-edge Generative AI software to envision the immersive 120” film Female collective Marguerite ensured premium DOOH and social content also reached audiences outside the capital. The campaign was a success, gaining 82m impressions across paid and earned channels, nearly twice the forecast figure and a 62% uplift in consideration for future purchases.