Icons of Porsche 2024

Client: Porsche Middle East & Africa

Icons of Porsche (IoP) 2024 was more than a festival—it was a brand platform engineered for cultural impact. As the fourth edition of the Middle East’s largest classic car and lifestyle festival, the challenge was to evolve it into a future-facing, multi-layered experience while staying true to Porsche’s heritage. The event needed to not only engage loyal brand enthusiasts but also capture a new generation of fans by integrating the bold future of electrification.

Our creative vision centered around the ‘Crossroads’ concept, a dynamic interplay of contrasts—heritage vs. progress, engineering vs. artistry, a storied past vs. an innovative future. A literal crossroad was placed at the heart of the festival, symbolizing Porsche’s journey between legacy and longtermism. Strategically, IoP 2024 became a city-wide takeover, with pre-event activations, press and VIP engagements, and a record-breaking weekend festival spanning 44,000 sqm. The six thematic zones were meticulously curated, balancing Porsche’s timeless identity with its electrified future. A collaborative sustainability approach further reinforced our impact, reusing infrastructure from previous events. IoP 2024 shattered expectations, drawing 28,400 attendees and 5,489 Porsche owners, showcasing 950 iconic cars. Social reach soared by 163% to 27.89M, driving 2.73M engagements (+304%). The festival also directly contributed to a 4% YoY growth in Porsche Middle East’s sales, proving its role as a powerful business driver. Icons of Porsche has set a new benchmark for experiential marketing, seamlessly merging culture, commerce, and community into an unforgettable brand moment.