Solution: Using Porsche’s customer database, we connected with Porsche owners. Through in-depth conversations with them, we identified a handful of owners whose passion for the brand was a reflection of their passions in life and work. Working with them to bring their stories to life, we crafted a branded series of online videos named Soul Stories. Each episode featured a Porsche owner, with a narrative that seamlessly intertwined their personal and professional stories with the emotional connection with their Porsches. The story became bigger than just the vehicle; it became a story about Porsche and Kuwaitis, and threw a spotlight on an ambitious new generation that set high standards.