‘Courage changes everything‘ is the claim of the integrated campaign for the new Porsche Panamera, emphasizing its nature. The construction of the Panamera as a luxury sedan and true sports car, at the same time, was indeed a courageous act. But what defines courage? And what is the recipe for success? Unique stories feature courageous decisions and the origins of success of exceptional personalities. The integrated campaign communicates the positioning and key benefits of the new Panamera. A contemporary online magazine with 6 issues and a series of 4 coffee table books accompany the launch, which will last up to two years including all its derivatives. Both formats feature storytelling in a magazine style, enriched by articles relating to product highlights. The overall image concept is composed of authentic photographs in which the vehicle is realistically integrated. The perfect match to tell the car’s story and successful in appealing to the target group, told in 15 languages.