Proximity Turns Advertising into Unique Art for Porsche Activation

Proximity introduces their first brand activation as part of the Porsche Brand Program 'Dreamers. On.', since winning the Porsche global brand communications business at the end of last year.

Global Gallery – which was created together with the Porsche Creative Alliance, is an eight-week event in partnership with KÖNIG, turning some of the world’s most iconic ad spots into a unique digital outdoor exhibition. Since 9th October, Porsche in collaboration with KÖNIG, one of the foremost contemporary art galleries in the world, has taken over the largest billboards in the world and handed them to eleven rising digital artists. Normally home to high-end fashion or the latest smartphones ads, these digital screens will instead become the artists’ canvases for two months. Presented by Porsche and curated by KÖNIG.

Featuring original digital and animated artworks from a diverse collective of artists from across the globe including NYC, Seoul and Berlin. Each one bringing their unique thinking and backgrounds to the forefront of the activation. Work by John Yuyi, Auriea Harvey, Banz & Bowinkel, Junuwana, Ben Elliot, Andy Picci, Jon Burgerman, Jonas Lund, kennedy+swan, Manuel Rossner and Nicole Ruggiero.

Global Gallery is a digital art collection like no other, that gives rising digital artists the opportunity to show their exciting work on the biggest stage possible. Taking their work from a digital landscape and bringing into the physical world, shows their dreams can be realised and experienced not just by the few, but by the whole world.

This collaboration was brokered and brought to life by Proximity and their global team, involved in the concept creation was also Grabarz & Partner as part of the Porsche Creative Alliance. With the help of media partners PHD and Drum, the immersive exhibition will span over popular OOH digital sites across five metropolises including NYC’s Times Square, Berlin’s Sony Centre, Tokyo’s Shibuya Crossing, Seoul’s K-Pop Square and Madrid’s Callao Lights. All art pieces will feature QR codes allowing the viewer to purchase the NFT artworks right from misa.art/gg.

Misa.art is KÖNIG’s new website created as an entry point into the art market where both artist and collector can discover new ways of selling and buying art online. The site also offers more in-depth information about the activation, the artists’ work, their background stories, and behind-the-scenes features.

The mammoth project offers a glimpse at the communications Proximity, Porsche and the Porsche Creative Alliance partners will create under the umbrella “Dreamers. On.” in the future.

“Dreamers. On.” is long-term global brand communication programme with work that showcases a vision of enabling the dreams of its creative and innovative audience and giving them the inspiration and tools to make them a reality. The brand programme, which started in July 2021, was developed and conceived by Grabarz & Partner and implemented with PHD on media side.

Oliver Hoffman, director marketing communications, Porsche AG: “This work clearly shows our new approach to communicating the Porsche brand. Our founder Ferry Porsche defined himself by his desire to realise dreams, and until today we are a brand that is driven by dreams. Global Gallery is the embodiment of this drive, as we support up-and-coming artists by giving them the stage they deserve."

Jonathan Deeb, chief creative officer, Proximity: “When a Porsche is parked on a curb - one can’t help but stop to admire the beauty of its unique lines. We believe all marketing for this iconic brand should draw inspiration from this observation. In line with this, Porsche uses the world’s largest digital out of home sites as a canvas to bring the power of digital art to passers-by in the real world. This collaboration is Porsche’s vision of, enabling dreamers and their dreams, in action. Together with The Porsche Creative Alliance we are proud of this bold work.”