WHY IT'S TIME TO ‘DARE FORWARD’

Centered on a road trip in the Porsche Macan, National Geographic Adventure Photographer Ulla Lohmann reflected on the daring moments experienced when we push our limits to achieve greatness. The Macan let Ulla travel on assignment to take photographs that captured her homeland in a whole new light—requiring her to physically and mentally test herself to get the best shots.
Photograph by Ulla Lohmann

THE BRIEF

For the launch of the new Macan, Porsche were looking for a partner to tell stories through video content that attracts thrill-seeking 35-45 year-olds. The theme of the campaign is centered on ‘Dare Forward Moments’ experienced on a road trip through Germany. Key EMEA markets included DE, IT, ES, RU and CH, with the campaign running from October to December 2021. For Porsche, it was important to both drive brand awareness through the campaign and engagement with the video assets which also feature across Porsche’s own media in key markets, as well as in their track day-like ‘experience centers’.

Photograph by Ulla Lohmann

SOLUTION

We created a 5-minute video, a supporting editorial article, and a custom-shot image gallery featuring National Geographic Adventure Photographer Ulla Lohmann ‘daring forward’ as she pushed her boundaries for photographic perfection: Camping overnight on Taubenstein Mountain in the Bavarian Alps, scuba diving in a flooded gasometer in Duisburg, and flying in a light aircraft over the remote, stormswept Halligen Islands. The video was hosted in a digital article page, amplified via a combination of organic and paid promotion through the National Geographic Adventure social accounts. This included an Instagram Story on our @natgeoadventure account, along with hosting the video on our YouTube channel with promotion across the platform.

Photograph by National Geographic Creative Works

EXPLORE MORE

Photograph by Ulla Lohmann

GET IN TOUCH

Interested in working with National Geographic? Please reach out to Scott Lambert at Scott.Lambert@disney.com.

Photograph by Ulla Lohmann