Porsche has launched its new ‘What is Courage?’ campaign, redefining courage in the New Year with celebrated Hollywood actress Michelle Yeoh, internationally acclaimed chef and restaurateur André Chiang, and actor and race car driver, Patrick Dempsey.
Driven by Porsche with support from creative agency Keko Singapore and PR & Social agency Golin Singapore, the campaign celebrates courage as a defining characteristic for celebrities Michelle Yeoh, André Chiang and Patrick Dempsey, as they attribute the successful turning points in their lives and careers to moments of courage.
The same spirit of courage is reflected in the latest Panamera, as Porsche takes a bold step in reinventing a segment invented seven years ago with the first generation, to create a business saloon for the race circuit that offers relaxed travel in a sports car with 911 genes.
“Courage is a quality deeply ingrained in Porsche’s ethos. Porsche was born in a moment of courage, when founder Ferry Porsche decided to build his dream car himself. Our courage to change continues today with the new Panamera, which looks to make driving even more intuitive and at the same time more intense,” said Carl Isenbeck, marketing director of Porsche Asia Pacific.
He continues, “’What is Courage?’ is a campaign specifically tailored for our audiences in Asia Pacific. The stories of Michelle Yeoh, André Chiang, and Patrick Dempsey, and their moments of courage strongly resonate with Porsche’s ethos, and we hope it will inspire audiences everywhere. We look forward to exploring more opportunities in Asia Pacific and seeing what courageous movements await us in the region.”
The belief that “Courage changes everything” is at the heart of all the stories shared by these change-makers in the “What is Courage?” campaign.
Ms Yeoh said, “I think Porsche has come up with a very interesting campaign and explored how courage changes our lives and why it is important to us. I would like to know what inspires somebody else, what it takes to be brave, to do new things or not to do at all – it is quite inspiring!” She asserted, “You have to live free from fear. You have to be bold. Courage is standing up for yourself. Courage is to chase your dreams, because courage changes everything.”
“Creativity takes courage, because you have to be willing to try something no one else has done. It takes curiosity, a hunger for knowledge and the desire to be the best. You need to have an end-less passion for it. Never be afraid of being the first one to do something different,” Mr Chiang shared, as he told the story about courage that drove him to start his revolutionary dining concept.
He continued, “Porsche’s philosophy completely resonates with me, because designing a car is similar to building a dining experience. Both are exacting disciplines that require incredible textures, a compelling story and the highest level of discipline to achieve the perfect execution. And above all else, the spirit of innovation is imperative.”