This campaign has received the gold prize in the SIA’s Consumer Integrated Campaign category in 2019.
Bringing Porsche Heritage to Lunar New Year
To celebrate the Lunar New Year and connect with the Year of the Pig, Porsche revived its iconic Pink Pig livery, drawing on the heritage of the 1971 917/20 race car and its modern victory at Le Mans 2018. The objective was to merge motorsport legacy with cultural relevance, translating the original German design language into Chinese and adapting it for the local market. The concept was applied across print ad, window displays, and a Lunar New Year experiential event featuring 2 Cayenne wrapped in the Pink Pig livery, creating a high-impact brand moment that bridged heritage, celebration, and innovation.
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