Band Networks (Bandeirantes), which acquired the rights to broadcast Formula One (F1) in Brazil for the 2021 season, launched a promotional campaign which showcased historic moments from the world’s most popular auto racing series alongside a new telecast visual identity which blends striking imagery with a minimalist visual language.
The campaign, which was conceived and created by FCB Brazil, shows historic moments in a simulation of the cars on the track which aims to enable viewers to smoothly relate to how Band presents F1.
The initiative was launched with a hero ‘Formula 1 On Band’ film which rolled out on 16 April and ran across the broadcaster’s television, digital and social platforms.
It also spanned urban furniture in Brazil’s leading cities and the channel’s team of F1 hosts and journalists (Mariana Becker, Sergio Mauricio and Reginaldo Leme) are producing social media content running on the network’s channels and their own personal platforms.
The creative runs with the copy line “Formula 1 now is on Band. The more you watch, the more you love it” and the hashtag #BANDSHOWSTHIS.
The promotional works aims to show that Band is a network with a long-standing sportscasting experience and tradition and that its new F1 offering will offer a fresh and exciting.
“Formula 1 is speed, so we created a minimalist visual identity, but with movement, in which the design is created by the trajectory of the cars, making each campaign asset tell a story from the sport in a unique way. It’s as if each driver also helped develop the visuals,” explained FCB Brazil’s Executive Creative Director Marcelo Rizério.
The campaign was created for Band by a FCB Brasil which handled strategy, creative and production.
The agency team included Amanda Fonseca, Andreza Cursino, Anna Martha, Ary Nogueira, Beatriz Vargas, Bibiana Saldanha, Camila Galdêncio, Daniela Fonseca, Danilo Castro, Elton Longhi, Fábio Cristo, Fabio Freitas, Fernanda Geraldini, Fernando Rihan, Gustavo Martins, Henrique Aquino, João Albertini, João Porto, Luiz Eduardo Doria, Marcelo Rizério, Mário Morais, Mateus Madureira, Matheus Kafka, Murillo Moretti, Pedro Lazzuri, Rafael Martins, Rafael Pascarella, Renata D’ávila, Ricardo John, Rodrigo Almeida, Rodrigo Resende, Thomas Paiva, Tiago Santos and Vitor Camacho.
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