Debuting on 28 June ahead of the long delayed season start in Austria, Formula One (F1) extended its recently launched #WeRaceAsOne platform with a striking spot to build awareness of and excitement around the series’ return to the starting line.
The blockbuster ‘We Race As One – The Countdown Begins’ spot includes a ‘the wait is almost over’ message and promotes the fact that ‘Formula 1 erupts into life on 05.07.2020’.
Formula 1 gets back to the races after the season was delayed because of the Covid-19 pandemic.
A commercial, created with agency Wieden & Kennedy London, aims to welcome the sport back and showcase how racers are united with a new sense of purpose.
It runs across F1 broadcaster channels and was amplified through the rights-owner and team social media platforms.
The campaign was developed for the F1 marketing team of Ellie Norman, Alex Lowe and Nicolas Jayr by Wieden & Kennedy London. The agency team work was led by Creative Directors Joe Bruce and Albert Pukies and Creative Abbey Monteiro and also included Design Director Aaron Skipper, Senior Designers Jonathan Isaacson and Mark Gilligan, Executive Creative Directors Tony Davidson and Iain Tait, Group Account Director Laura Jacobs, Account Director Sam Hunton, Account Manager Lola Sauer, Planning Directors Indiana Matine and Tarek Sioufi, Strategic Planner James Bennett, Comms Planning Director Anjali Patel, Comms Planner JJ Bender, TV Producer Aran Patterson, Print Producer Ross Dunstan, Business Affairs Manager Helena Tomas and Editors Diz Toba and Leanne Redfern.
The VFX company was Time Based Arts with Post Production Executive Producer Tom Johnson, Post Production Producer Sean Ewins, VFX Supervisors Jon Park and Grant White, 2D Artists Jamie Crofts, Adam Paterson, Will Robinson and Guillaume Cassuto, 3D Artists Tom Di Stasio, Felix Chan and Francois Pons and Colour Grader Lewis Crossfield.
Sound Design was by String & Tins with Sound Designers Joe Wilkinson and Jim Stewart, Composer Emre Ramanzanoglu, Sound Supervisor Will Cohen and Audio Post Producer Eimear Gorey.
Outcome:
On F1’s own channels the spot generated 855,000 Instagram views, 750,000 Facebook views, 557,000 on Twitter and 365,000 YouTube views and since it launched on 28 June.
Comment:
Despite motor sport and F1 being amongst the most creative and responsive rights owners in world sport in terms of reaction to COVID-19 and turning to virtual racing, eSports, simulators and even marble racing (yes, really), it’s good to see motor sport’s flagship series back on the physical track.
This is a mainstream creative extension of F1’s new ‘We Race As One’ brand platform launched in late June which is primarily a social initiative to renew the rights-owner’s commitment to addressing major issues (see case study)
Links:
Formula 1
https://www.facebook.com/Formula1/
Wieden & Kennedy London
Leave a comment
You must be logged in to post a comment.