PORSCHE SWITZERLAND
2022 brand campaign – «Be one of us»
The challenge
Based on Porsche’s brand purpose, the aim was to design an emotional campaign that builds on the brand’s core values whilst also appealing to new, younger target groups – without focusing too much on the product world.
The solution
The new audiovisual campaign developed by Porsche’s lead agency Branders revolves around two Swiss personalities who act as brand ambassadors. The brand purpose, “Driven by Dreams”, has been expanded to include the slogan “Be one of us”. This creates a sense of belonging and a community for like-minded people.
More than almost any other car brand, Porsche stands for automotive tradition, consistency and durability – as well as for iconic design, sports car passion and power. Currently, however, the topic of mobility is being renegotiated and the demands of the target groups are undergoing change. Against this backdrop, our new campaign manages an elegant balancing act: it remains true to the underlying brand messages while forging new paths that make it possible to reach younger and more daring target groups.
To ensure that this balancing act is successful, the brand campaign revolves around two Swiss personalities: Sandra Rodrigues Pinto, a content creator and founder of the Lamarel fashion label, and Oliver Rust, a photographer. This charismatic duo perfectly embodies the values that Porsche stands for.
“Be one of us”
The 30-second video clip features and introduces the two new brand ambassadors, Sandra Pinto and Oliver Rust, as cool rebels. The new campaign slogan “Be one of us”encourages a new attitude.
We know who we are.
A fire burns within us.
We live in the moment, follow our dreams and don’t shy away from risk.
We are stylish rebels.
We are not looking for success, but for fulfilment.
What connects us is an attitude to life.
Be one of us.
A fire burns within us.
We live in the moment, follow our dreams and don’t shy away from risk.
We are stylish rebels.
We are not looking for success, but for fulfilment.
What connects us is an attitude to life.
Be one of us.
The centrepiece of the campaign is a 30-second video clip. It features and introduces the two new brand ambassadors, Sandra Pinto and Oliver Rust, as cool rebels, the new campaign slogan being: “Be one of us”.
The campaign clip is geared towards the needs of sports car fans: it takes them and design enthusiasts on a spin, visually and emotionally. Branders created the video in collaboration with the Zurich production agency Richtig & Gut.
Authenticity, a sense of style, coolness – the photo shoot that accompanies the campaign video speaks the same elegant language. It focuses on the two protagonists as they work on their individual dreams. The reduced, simple environment on set draw inspiration from Sandra’s and Oliver’s real-life passions and was enriched by iconic Porsche models.
A multi-page article conveying the campaign emotions’ and the protagonists’ spirit was created for the client magazine “Porsche Times”. The images from the campaign shoot with Oliver, Sandra, the Porsche Classic 911 2.4S and the fully-electric Porsche Taycan GTS Sport Turismo foster recognition. The interview with them ensures depth of content. It focuses on questions around what motivates them afresh each day and what dreams are they currently trying to achieve.
For this new edition, we enhanced the design of “Porsche Times” to give it more clarity, calm and graphic continuity.
The “Be one of us” campaign and the interview with Sandra Pinto and Oliver Rust were also shared on Porsche’s brand hub www.drivenbydreams.ch. Here viewers find additional content pieces that satisfy their curiosity and convey the protagonists’ spirit and dreamers’ mindset. For instance short, entertaining videos in which Oliver and Sandra answer “rapid-fire questions” or the behind-the-scenes videos of the campaign shoot.
The videos created for the brand campaign were primarily used on social media as well as in other digital in-stream formats.
Our video journalist accompanied the shooting of the campaign clip. Her behind-the-scenes video adds to more closeness and intimacy.
Website: porsche.com
Responsible at Porsche Schweiz: Benjamin Bieber (Marketing Director), Nathalie Busslinger
(Communications and trade marketing), Katharina Heckers (Digitalmarketing)
Responsible at Branders: René Allemann (Creative Director & CEO), Marisa Güntlisberger (Director
Omnichannel Experience), Walter Tagliaferri (Director Advertising), Sarah Hepp (Senior Brand
Designer), Anita Hsieh (Brand Designer), Luana Wüstiner (Junior Brand Consultant), Lea Zaugg
(Junior Brand Consultant), Oliver Schmuki (Senior Editor), Olivia Sasse (Video Journalist)
Responsible at RICHTIG & GUT; Ariane Pochon (Producer/Director), Sandra Kobel und
Florian Kadler (Production Manager), Nino Michel (DoP), Sabrina Zschenderlein (Production
Design), Vlady Oszkiel (Editor, Katerfilm), Maurice Mersinger (Music/Sound Design,
KlingKlangKlong), Julian Joseph (Mix/VO, Tonverein), Christoph Walther (Color Grading,
Trinipix)
Responsible for Digital-Production: GUYCOLLE
Responsible for Media Strategy; PHD Media.
