PORSCHE

Pilots with an edge,
powered by neurodivergence.

Challenge: How can Porsche, a brand standing for pushing limits and chasing dreams, inspire athletes and fans in motorsport?

Insight: Around 15%-20% of the global population is neurodiverse, displaying traits like ADHD and autism. While often viewed as a limitation, qualities like hyperfocus and exceptional attention to detail are invaluable in high-performance fields like motorsport.

Idea: Porsche Edge Cup unites neurodivergent drivers to compete in the most difficult track in the world. The cup proves that thinking differently isn’t a limitation, but a superpower for performance. By challenging stereotypes, Porsche shows how embracing diversity drives extraordinary results.

Porsche Edge Cup

The event unfolds on the legendary Nürburgring racetrack, known as “The Green Hell”. With over 150 corners, unpredictable elevation shifts, and 20 kilometers of relentless track, it’s a true test of precision and mental sharpness.

Here, neurodivergent drivers like Ben Taylor and Nicolas Hamilton will compete and push the limits of what’s possible. Through an immersive VR experience, viewers gain real-time insights into how the driver’s brain works, with visual and auditory cues revealing how neurodivergent minds process information differently.

In this high-performance arena, neurodivergent thinking shines, a bold step in reimagining what it means to be “driven by dreams” and “raceborn”.

The Edge Academy

The Edge Academy has one purpose: to empower neurodivergent youth and open doors to the world of motorsport.

By recognizing and nurturing their unique strengths, the academy provides young talent with the tools, mentorship, and opportunities to thrive in a high-performance environment. Through education, hands-on experience, and a supportive community, the Porsche Edge Academy is shaping the next generation of motorsport leaders.

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Manifesto | Tone of Voice | OOH | Product Descriptions — Santa Maria

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Employee Engagement — Škoda