The task

Welcome Back

On the occasion of Porsche’s return as a competitor at the 24 Hours of Le Mans, the aim was to activate a broad target group interested in motorsports (potential new customers and long-standing motorsport fans) for the long-distance race and for AUDI’s commitment.

The idea

Welcome back Porsche

From Ingolstadt to Zuffenhausen – the Audi R18 e-tron quattro on a very special mission.

On its way, the LMP1 drives along idyllic country roads and passes animals and tractors. The endurance race car and winner of the 24 Hours of Le Mans, of course, makes quite an impression and attracts a lot of attention.

The grand finale at the gates of the challenger: the Audi R18 e-tron quattro has an unmistakeable message for the new rival burning it into the tarmac.

The realisation

2 days of filming and uncountable hours of animation

The film was a short-term project which left us with not even four weeks from initial idea to final delivery. The greatest challenge was to find public roads, which, on the one hand, suited our visual concept, and, on the other hand, could be easily blocked thus providing a certain degree of production reliability.

On two days of filming in and around Ingolstadt, we staged the entire journey – without having been to Stuttgart once. For that purpose, we had hired the animation experts of LIGA01, because the combination of actually filmed, individual elements and comprehensive animations made up the final scene in front of the Porsche headquarters.

The result

More than four million clicks on Youtube alone

The film was published on all internal Audi online channels as well as on YouTube. After two weeks already, the short film broke all records and was viewed over four million times.

According to the Viral Video Charts, “Welcome back“ was – over a longer period of time – the most shared and most viewed online spot in Germany alone. In the US, Denmark and other countries, the film was also placed as a TV spot.