In launching the new 911, the storied icon of the Porsche brand, we couldn't just talk about how completely ground-breaking the car was. That would have done a disservice to the total reinvention the car went through. We needed to, in someway, demonstrate it. So we looked to bring this ground-breaking spirit into the places where we knew the people we wanted to talk to would be. Out of this approach, we broke ground in two ways - with the world's first hologram print ad and an innovative magazine ad that utilized LED lighting.

The results were immediate. Within the first week of the work appearing in Fast Company, it received press coverage in nearly 100 magazines and websites from around the world, across the tech, automotive, lifestyle and advertising sectors. In addition, it tallied more than 8.6 million impressions on Twitter.