Porsche: 24 Minutes of Le Mans by Grabarz & Partner

Client: Porsche
Date: Feb 2019
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Porsche has retired its famed 919 Hybrid from the racing circuit, but rather than just putting it in a museum, the automaker has given new life to its tires in audio form.

After Porsche exited the LMP1 class of the 24-hour race of Le Mans, the sports-car maker and Grabarz & Partner have now created an auditory monument to celebrate its successes: Porsche pressed records from the tires of the triple Le Mans victor, the 919 Hybrid into a packaged limited series: ‘The 24 Minutes of Le Mans.’

The 24 Minutes of Le Mans is divided into 24 chapters, recounting Porsche’s impressive history on the French race course – the wins, losses and drama. Every individually numbered record is elaborately packaged in cardboard and plexiglass, held together by a fastener inspired by the original fastener used for the race car’s tires.

The audio features exclusive interviews with celebrities such as Steve McQueen’s son Chad, Walter Röhrl, Hans-Joachim Stuck and Dr. Wolfgang Porsche, who share stories and memories, allowing listeners highly personal insight into the magic surrounding this race. Even the doctor of the Porsche racing team and the legendary Le Mans radio presenter have their own chapters. The audio was recorded in English and a soundtrack was composed – the main theme consists of the notes corresponding to three legendary numbers: 919 for the last winning Porsche race car, 1951 for Porsche’s first participation in Le Mans and 2017 for the last race of the 919 Hybrid.

Now 24 of the limited edition 200 records are being auctioned off, on a single day over the course of 24 hours. On 24 February, the records will be available for purchase at porsche.com/24minutes – with one sold every hour. Porsche will give all proceeds from the auction to Le Mans Loisir Pluriel – an organization dedicated to helping children with disabilities.


Agency: Grabarz & Partner

CCO: Ralf Heuel

CEO: Reinhard Patzschke

Creative Team Lead: Ralf Nolting

Creative Directors: Frederik Wetzel, Tim Lehnebach, Jonas Keller

Digital: Ulrich Erdmann, Janik Pahl, Ann-Kathrin Großhammer, Jan Szidat

Art Directors: Felix Hoffmann, Leonie Petersen, Thomas Schraudolf, Julia Szubrich

Copywriters: Oliver Weber, Andrew Reid McEvoy, Hamza Ali, Niklas Werner, Emilie D'Amico, Clotilde Maillard, Gabriela van der Linden

Account Manager: Julica Hauke, Sarah Süß

Art Buying: Lara Kortbrae

Production: Jörg Nagel

Graphic Designer: Thomas Schraudolf, Tim Lehnebach

Moving Images: Petra Ahrens

Editorial team: Ralf Nolting, Frederik Wetzel

Client: Dr. Ing. h.c. F. Porsche AG

Director Marketing Communications: Oliver Hoffmann

Manager Motorsports Marketing: Dominique Tascioglu

Project Manager Motosports Marketing: Katja Reuther

Audio and music production: MOKOH Music Berlin

Executive Producer: Stephan Moritz

Music/Composer: Marcel Neumann, Stephan Moritz

Sound Design/Sound Engineer/Mix: Stephan Moritz

Director: Stephan Moritz

Narrator: Gyles Grandreth

Overlay: Jon Rand

Casting: HOBSONS London

Editorial: Bastian Fuhrmann

Interview partners: Dr. Wolfgang Porsche, Walter Röhrl, Bruno Vandestick, Chadwick Steven McQueen, Dr. med Jürgen Lindemann, Derek Bell, Fritz Enzinger, Herbert Linge, Hajo Stuck, Helmut Frauenschuh, Hans Herrmann

Filmproduction: Digitalsinn

Director: Raphael Weber

DoP: Chiemedia

Executive Producer: Lutz Lieberknecht

Editor: Mo Bakhshipour

Post-Production: KAEPTN Postproduktion

Other parties involved: Otterbach Medien KG GmbH & Co., BSW Berleburger Schaumstoffwerk GmbH, Thomas Beecken Realisations KG e.K, Displaymanufaktur Hamburg GmbH, AAA Media Solutions GmbH & Co KG, Genan GmbH, bee Film GmbH, Loft Tonstudios Frankfurt, Ina MEDIAPRO, Radio Le Mans

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