The Atlantic: Atlantic Re:think & Porsche: Art of the Thrill
In this unique partnership, The Atlantic’s creative marketing group, Atlantic Re:think, managed to combine some of today’s hottest technology trends—data and wearable technology—into its campaign with Porsche. In a first-of-its-kind branded content program, called “Art of the Thrill,” Re:think partnered with Porsche, Omnicom Media Group, and Cramer-Krasselt to capture and visualize the thrill of driving the all-new Porsche Macan. Using wearable technology, the Re:think team measured and recorded drivers’ breathing and heart rates, down to the second, and transformed the resulting data into digital art and video. Sosolimited, a design agency in Boston, developed a custom algorithm that transformed a group of 25 drivers’ biometric data into art. Re:think turned it all into a video short, article, and series of digital art stills and photos, depicting both the thrill of driving the new Macan and how the creative process unfolded, step-by-step. Art of the Thrill had more than one thousand social shares and significant time spent with content. With millions of earned Twitter impressions the program has experience a significant social boost, too. And ad unit click-through and interaction rates across the board have far surpassed industry averages.