Keep Your Essence

Agency: Grabarz & Partner


With the world premiere of the fully electric Macan in Singapore, Porsche has kicked off one of the largest product campaigns in its entire history. The Macan, a sporty SUV, is one of the biggest-selling Porsche vehicles. After the successful launch of the Porsche Taycan in 2019, the Macan is now the second fully electric model to be launched by Porsche.

“With the new Macan, we have further enhanced the Porsche brand, as this modern, progressive product campaign clearly shows,” says Oliver Hoffmann, Head of Marketing Communications at Porsche AG. “The Macan campaign tagline ‘Keep your essence’ neatly sums up this promise in three words: to stay true to oneself in a world full of change. With this, we are making a promise to our customers that the fully electric Macan will be 100 per cent a Porsche and 100 per cent a Macan,” Hoffmann adds.

Change Your Look, Not Your Style.

“This launch campaign marks a major step forward for Porsche as a modern, future-oriented luxury brand. The goal is to excite new target groups, in addition to existing customers, about the Macan and the Porsche brand, while also making it clear to current Porsche fans all over the world that Porsche, now with its second electric model, is the only brand that can offer this level of emotion and dynamism,” says Ralf Heuel, Chief Creative Officer at Grabarz & Partner.

The video assets were filmed in Vienna, Sofia and other places, and were directed by James F. Coton. The videos are being shown on digital paid and owned channels with a wide reach. Numerous digital assets were also developed.

The international digital flight is accompanied by a range of OOH and advertising motifs. The content for the Macan model pages on was also refined by the lead agency Grabarz & Partner and adapted to match the imagery and design of the “Keep your essence” global product campaign.

This professional campaign titled 'Keep Your Essence' was published in Germany and Singapore in January, 2024. It was created for the brand: Porsche, by ad agency: Grabarz & Partner. This Integrated medium campaign is related to the Automotive industry and contains 6 media assets. It was submitted 3 months ago.


Regie: James F. Coton
Production: Hochkant Film, Munich

Robert Ader (CMO)
Oliver Hoffmann (Director Marketing Communications)
Dominique Tascioglu (Manager Brand & Content Marketing)
Alexander Georgoudakis (Manager Product Campaigns)
Laura Rögner (Content Specialist Brand & Content Marketing)
David Papenheim (Campaign & Activation Specialist Brand & Content Marketing)
Marius Kreisle (Campaign & Activation Specialist Brand & Content Marketing)

Grabarz & Partner:
Account Management: Julica Hauke (Managing Director), Florian Kruse (Executive Client Service Director), Sarah Pack (Executive Client Service Director), Franziska Lehmann (Account Director), Antonia Welst (Account Manager), Anna Hipp (Account Manager), Gesa Braun (Account Director), Hanna Nyhuis (Junior Account Manager).
Creation: Ralf Heuel (Managing Director), Florian Pack (Lead Creative Specialists Moving Images), Annika Stierl, Robert Jung (Executive Creative Director) Tim Lehnebach (Creative Director), Sascha Genc (Art Director), Hanna Röder (Art Director), Lisa-Marie Freuken (Senior Art Director)
Planning: Bastian Goldschmidt (Managing Director Strategy), Lisa Walz (Strategy Director)
Digital: Cara Rösel (Account Director Digital)

Grabarz & Partner, Hamburg, Germany:
Managing Partner/Chief Creative Officer: Ralf Heuel
Executive Creative Director: Annika Stierl, Robert Jung
Creative Director: Tim Lehnebach
Creative Director Copy Digital: Charlotte Gärtner
Lead Creative Specialist Moving Images: Florian Pack
Lead Creative Specialist: Ralf Nolting
Creative Specialist Copy: Andrew McEvoy
Senior Art Director: Lisa-Marie Freuken, Lucas Osis, Alberto Espeja
Art Director: Hanna Röder, Sascha Genc
Art Director Digital: Lynn Darlisson, Celina Kahlner
UX/UI: Jennifer Di Martino, Sarah Uphoff
Senior Copywriter: Heiko Thieß, Marcio Bittencourt
Copywriter: Camillo Rolfes

Managing Partner/Chief Executive Officer: Julica Hauke
Executive Client Service Director: Sarah Pack, Florian Kruse
Account Director: Franziska Lehmann, Gesa Braun
Account Manager: Antonia Welst, Anna Hipp, Katja Sauer
Managing Partner/Chief Strategy Officer Bastian Goldschmidt
Head of Strategy: Lisa Walz
Strategy: Alina Born
Art Buying/Creative Production: Axel Leyck, Indra Habermann, Anne Zacharias
Creative Services: Jörg Nagel, Christoph Heller, Kristen Debrassine, Melanie Marschefski

Creative Alliance: Saatchi & Saatchi Shanghai, Cramer-Krasselt (Chicago)
Media Company: phd

Representation: Shotview
Photoproduction Company: Wide Production
Producer: Volker Dencks, Daniela Witting
Styling: Elena Psalti
Haare & Make up: Caroline Torbahn
Postproduktion: Zoot Postproduction

Production Company: Hochkantfilm GmbH & Co. KG, Munich
Director: James F. Coton
Cinematographer: Matias Penachino
Executive Producer: Auro Stagge
Producer: Matthias Kraft
Producer Ass: Semeli Loukeri
Casting Director: Christiane Messow
Prod. Desinger HL: Bader El Hindi
Prod. Desinger Design: Irina Magdalincheva & Nadejda Pachova
Videographer (SoMe): Philipp Bach
Styling: Julia Quante
Lighting Design Highlight: Thorben Winkler
Postproduction Company: Hochkantfilm GmbH & Co. KG, Munich
Post Producer: Ina Alabowitz
Editors: James F. Coton (EMO), Marcello Sanna (EMO, HL), Florian Pack (Design), Matthias Graatz (Design), Christian Zimmermann (Highlight), Philipp Bach (SoMe)
Film Grading: Nicke Cantarelli (EMO, HL, Design), Johan Nurmilehto (SoMe, Presse)
Online Supervision: Dominik Eckold & Janine Brömse
Nuke Artists: Marco Pelzl, Christian Stanzl, Yves Bischoff, Johannes Bogenhausen, Elmar Pohl, Puk Khantho
Motion Graphics: Danial Ghods, Frank Patzke

Music Prod. Company: BMM Network (EMO + HL)
Music-Producer: Joseph Petitpain
Artist: The Everlasters (EMO + HL)
Sound Prod. Company: Sourcesound LA
21211 Oxnard Street, Woodland Hills, CA 91367
Sound Designers: Charles Deenen & Daniel Lepervanche


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