Concept & copy

A Porsche is not made to collect dust in the garage.
It’s built to be taken for a spin. To give Porsche owners the driving experience of a lifetime, we created ‘The 24H of the Netherlands.’

This is a scenic 24-hour route through the Netherlands, divided into six 4-hour segments—each to be driven during a different part of the day. Just like at the 24 Hours of Le Mans, where Porsche has celebrated many of its successes.

Porsche drivers received a special box containing six books. Each book outlined a 4-hour route to be driven during a specific part of the day: the early hours, morning, afternoon, dusk, evening, or night.

Now, Porsche owners could get a glimpse of what makes driving in the 24 Hours of Le Mans so unique—being on the road under a sky that changes color every few hours.

The design of each book was inspired by the colors of the sky,
specific to each part of the day. 

Each book described the experience of racing at Le Mans during that specific part of the day. The glorious start, the exhaustion in the night, new hope in the morning, etcetera. On social media, we targeted Porsche drivers and invited them to take part in the 24H of the Netherlands.