Soul of Racing is THE FLOW：
Through focus with a single mind, one can attain a transcendent and pure spiritual state by pushing beyond personal limits and striving for excellence.
This inner satisfaction of self-fulfillment cannot be substituted by any other experience.
赛车魂 即：心流
通过无止尽追求卓越、超越自身极限，
心境会极其纯明单一、高度全神贯注，
此时，会升级进入一个忘我、超我的至高维度。
Section 1: Overall Brand
第一部分：整体品牌
Core Concept:
When man and machine become ONE
核心概念：
人车合一之境
=
Campaign Brand Manifesto Video：
品牌宣言视频：
若无法看到视频，请点击此百度网盘链接观看：
https://pan.baidu.com/s/1cqjKyDc28x1Q7d6iJyDhGg
提取码：1dbc
Key Visual:
Find Your Inner Racer
“There is a racer inside everyone.”
每个人心中都有一个赛车魂
每个人心中都有一个赛车魂
As you pass by the video wall, your shadow will emerge, gradually outpacing you and playfully teasing you to engage in a race.
Becoming a better version of yourself by continually surpassing yourself throughout your lifetime.
当经过互动视频墙时，自己的影子就会出现在墙上，然后逐渐跑步超越你，并挑逗你和他赛跑。 一生不断超越自我，不断蜕变成更好的自己。
这个影子就是你自己内在的———赛车魂
Activation Experience / 激活体验:
"Be the Soul of Racing"
A Porsche driving seat paired with Virtual Reality headsets in an empty room for the ultimate Porsche experience. Users will see how every Porsche is built bit by bit around him, for him, because the true soul of racing is all about the driver, independent of the car model.
在空荡荡的房间里，保时捷驾驶座椅与VR耳机配对，带来一场终极赛车体验： 用户将看到，每辆保时捷是如何围绕着他、从各种零配件、马达到线路网络，一点一滴为他量身打造的。 因为赛车的灵魂就是车手，而不是车子。
每个新车手都可得到一次免费赛车教程，让他们亲身体验在真实赛车跑道上狂飙的乐趣。
Section 2: 911
第二部分：保时捷标志性车型911
Concept — 灵魂伴侣：全世界所有人中，你是唯一一个能开启这一辆911的人。
To Soulmate
——— My One and ONLY key
你是我唯一的钥匙
若无法看到以下视频，请点击此百度网盘链接观看：
https://pan.baidu.com/s/1LeRB-UcQ33bEkr-u8ChUHg
提取码：3ttt
Background Music:
PAGANINI Caprice No.24
by Alexander Markov
I was born only for you.
People lust after me.
But they can’t,
cause I’m locked for you.
You are my ONLY key,
for putting your hand into my heart
You were born to decrypt me.
Only you
can turn me on
I can feel what you want to feel,
I will satisfy you no matter how much you want
We will reach the supreme ultimate
as we become one.
我只因你而生。
人们对我的贪欲是无用的，
因为我只为你而锁定。
把你的手伸入我的心脏
你是我今生唯一的钥匙
这世上唯独你，才能解密我
我能感你之所感，
无论你想要多少, 我都满足你
合二为一
共赴仙境
People lust after me.
But they can’t,
cause I’m locked for you.
You are my ONLY key,
for putting your hand into my heart
You were born to decrypt me.
Only you
can turn me on
I can feel what you want to feel,
I will satisfy you no matter how much you want
We will reach the supreme ultimate
as we become one.
我只因你而生。
人们对我的贪欲是无用的，
因为我只为你而锁定。
把你的手伸入我的心脏
你是我今生唯一的钥匙
这世上唯独你，才能解密我
我能感你之所感，
无论你想要多少, 我都满足你
合二为一
共赴仙境
Key Visual:
Interactive Activation Experience / 互动激活体验:
Launch Event / 启动活动：
与其邀请潜在客户群体与灵魂伴侣来一场私密的浪漫约会，而不是大张旗鼓的公开
Date Your Soulmate
At exclusive locations throughout the city, our guests have the opportunity to meet their soulmates on a one-on-one basis.
在整个城市的高雅独特的地方，客人有机会与他们的灵魂伴侣一对一见面。
Step 1:
We take a photo of you and a 911 model of your choice with our Diamond Black Porsche Design Factory Smartphone.
We encode a secret message into this photo with your full name and birthday as the only password.
Upload your photo to any free online Steganography website. Enter your full name and birthday as the password to decrypt the hidden message.
隐写术
我们将一条秘密消息编码隐藏至客户这张照片中。 将此照片上传到任何在线隐写术网站。输入您的全名和生日解密隐藏的消息。
The hidden message will be revealed:
隐藏的消息就是：
You are my ONLY key
VIN: WPOAA296XNS480158
VIN是每一辆保时捷车子独一无二的身份证号码。
Step 2:
Enter this VIN to unlock a private spiritual test drive with your soulmate 911:
Wear a brainwave EEG headset to drive your 911 virtually at any location of your favorite.
戴上脑电波耳机，
全程用自己的脑电波驾驶，
与只属于你的911来一次极致的灵魂试驾吧～
Step 3:
Upon making a purchase, a unique Möbius ring containing a hidden message will be printed inside, serving as Proof of the Everlasting and Immutable bond between you and your 911.
购买后，一枚印着抽象911轮廓的、专属的独特莫比乌斯环戒指将赠予客户，戒指内暗藏密码，作为客户与911之间一条永恒不变的纽带。
CREDITS:
Agency: Leo Burnett Shanghai
New Business Pitch
Chief Creative Officer / Executive Creative Director: ︎ Victor Manggunio
Overall Brand Copy: Godd Kot
911 Section Full Concept, Copy & Execution: Me
911部分全部点子、设计、文案: 我
Senior Art Director: Me