Glass ceiling

Creative idea

We based our concept on the shift in the traditionally modest Finnish mindset: we encouraged people to take pride in their achievements and feel justified in rewarding themselves after hard work. Porsche was positioned as a symbol of self-worth, inclusive of all genders and backgrounds. We honored Porsche’s brand heritage through minimalist, copy-driven ads that paired visuals with headlines reflecting the confident cleverness and individuality of our target audience. This approach introduced Porsche to a new demographic. By creating bold claims that avoided masculine arrogance, we earned a place in their consideration set — transforming Porsche from exclusivity into a luxury brand that felt accessible and relevant to them.

Brand name: Porsche
Advertiser / client: Porsche Finland / K-Auto
Product / service: Porsche Macan
Campaign name: Glass ceiling
Agency network: INDEPENDENT AGENCY
Agency: Nitro, Helsinki
Media agency: Toinen PHD
Creative director: Eka Ruola
Art director: Vesa Markonsaari
Copywriter: Juuso Helander
Designer: Vesa Markonsaari, Kristiina Saks
Account director (agency): Simo Hyttinen
Client account director: Eero Sévon