Iberia Express Office (Galería en proceso)

An SUV campaign that owns what the car can’t do, and turns it into pride.

Challenge

Launch the Cayenne in Spain as a Porsche first and an SUV second, without falling into the usual off-road clichés of the category.

Idea

«Vale, no es TODO terreno. Pero es un Cayenne.» (OK, it’s not ALL-terrain. But it’s a Cayenne.) A play on todoterreno, the Spanish word for SUV. Each piece shows a terrain no vehicle can conquer, like an iceberg, the Moon or the open ocean, and closes with the line and the Porsche crest. The car never appears: honesty becomes confidence.

Execution

Print, indoor mall billboard, outdoor billboard and magazine