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THE ASK: Help Porsche connect with a new demographic. 

THE STRATEGY: Position Porsche 911 as the perfect car for an audience traditionally overlooked by luxury car advertisements: retired gay men. 

THE WORK: Watched an abundance of sports car ads, perused through LGBTQ+ culture magazines, worked to flesh out a picture of our audience and crafted print, digital and nontraditional executions to help Porsche reach this new demographic. 


Print ads: 

Porsche Pride Microsite: 

Student Spec Work 

Strategists: Rachel Benner and Hannah Lewman

Writer: Kyle Heiner

Art Directors: Sierra Pedro and Blaire Wilson