Porsche is a brand driven by dreams, actively helping the next generation of dreamers to realize their visions – dreamers like the artists of tomorrow and their unconventional works. Partnering with KÖNIG GALERIE Porsche offered them a global stage by turning iconic advertising spaces across the globe into a gallery – and the artists’ dreams into reality. Over eight weeks, five cities across North America, Europe, and Asia have become their canvas: New York City, Madrid, Berlin, Seoul, and Tokyo.
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Higher Brand Sentiment
After being locked out of museums and galleries for so long, this multi-channel campaign allowed people to reconnect with art in public spaces, recreating the experience of a stroll through an open exhibition – free of charge and with a selection of commissioned works from the finest in contemporary art.
What’s more: if people fell in love with a piece they could own it as an NFT, at entry-level prices, joining the new wave of crypto-art investors.
Through supporting cooperations with media partners like COMPLEX and i-D the exhibition created more than 200 million visitors on and off the street, a career-defining moment for the artists and two public museums to buy into the collection. And the Porsche brand? They shifted their Positive Brand Sentiment to an all-time high – without showcasing a single car.