What if a sports car brand could have its own temporary Disneyland with a pinch of Woodstock to go with its motorsports and fashion vibe?
How Porsche celebrated its 75th anniversary with four-day brand experience
Porsche’s Rennsport Reunion in and around Monterey, California did just that in an experiential campaign that dazzled attendees with an array of activities.
Porsche teamed up with Public School and its sibling studios Czarnowski Collective to put on its seventh Rennsport Reunion, fetting the brand’s 75th anniversary and the 60th year of the iconic 911. The 2023 celebration of all things Porsche expanded beyond core enthusiasts and collectors to appeal to other family members and fans of the brand at ages that let them fully live the brand.
The four-day event included not only a takeover of the Weathertech Raceway Laguna Seca raceway but a full array of 40 experiences, including esports, a nail salon featuring brand-specific hues as well as musical performances among the many collaborations.
Attendance topped 90,000, including more than 200 domestic and international press, resulting in $8 million in earned media value for the event, according to Public School. Social content from the event generated 59.1 million impressions and over 17 million video views, which spread the celebration—and the future of the Porsche brand—to enthusiasts worldwide.
FINALISTS
Cadillac, “Cadillac Lounge at the American Black Film Festival”
Entrant: Jack Morton Worldwide and Spike DDB
Cadillac has sponsored the festival for 14 years, but the 2024 effort was vast and multidimensional, including a Coffee & Cadillacs session with world traveler Jessica Nabongo fresh off her Parisian adventures with the Cadillac Optiq.
Preregistration submissions jumped 659% from 2023 and visitors spent an average of more than 10 minutes interacting with display vehicles, the agency said.

The festival included a Coffee & Cadillacs session with world traveler Jessica Nabongo.
Lexus, “Renaissance World Tour”
Entrant: Walton Isaacson
It’s hard to find a bigger star than Beyoncé. And when she name-dropped Lexus in her hit single “Texas Hold ’Em,” how could it—and agency Walton Isaacson—resist reinforcing the connection?
The engagements along the global icon’s world tour were compelling and relevant. A photo booth that featured virtual iconography of Beyonce’s silver horse and an engaging karaoke booth for fans to share their talents were just the start. Throw in an exclusive lounge for Lexus owners (to throw their keys up) and the engagement was next level.
The brand said sentiment more than doubled when Lexus’ Instagram posted tour content. A custom Kantar study found significant increases in ad awareness and brand association during the tour sponsorship campaign, with growth rates of 24 percent and 17 percent among the control and exposed groups, respectively.
The 2024 Global Automotive Marketing Awards, a program created and run by Ad Age and Automotive News, is sponsored by TikTok and Experian. For more information about the program, please visit AdAge.com/AutoAwards.