Ahead of the Bahrain Grand Prix, the opening race of the 2021 Formula One (F1) season, the series’ marketers teamed up with agency Wieden + Kennedy for its flagship new season launch film.
Rolling out on 25 March ahead of the 28 March race, the spot asks fans (with tongue in cheek) to sit back, relax and make themselves comfortable because the wait is over with ‘Race One: Bahrain’.
The creative takes something of a fresh approach to engage new fans and build further on the young, new audience generated through the Netflix series ‘Drive To Survive’.
Instead of showcasing the high octane, high speed racing cars like so many F1 trailers, the film focuses on the extreme emotional state the cars put their drivers in.
Formula 1 – 2021 Season Launch Film from Wieden+Kennedy London on Vimeo.
The campaign was conceived and created by a team at agency Wieden + Kennedy which included Creative Director Darren Simpson, Creatives Tom Corcoran and Tom Bender, Executive Creative Directors Iain Tait and Tony Davidson, Group Account Director Laura Jacobs, Account Director Marlon Ge, Account Manager Lwimbo Malanda, plus Planner James Bennett, Comms Planning Director Anjali Patel, TV Producer Tom Dean, Design Director Aaron Skipper, Lead Designer Adam Hunt and Business Affairs Helena Tomas.
TV production was by Wieden+Kennedy London with Directors Tom Bender and Tom Corcoran, plus Editor Joe Guest of Final Cut, with VFX company Time Based Arts and VFX Producer Sean Ewins. The colourist was Lewis Crossfield, the sound company was String and Tins and the sound designer and composers were Joe Wilkinson and Jim Stewart.
Comment:
The supporting new season launch work ranges from ‘New Opening Titles’ and a ‘Why They Race With Their Numbers’ social spot in which the drivers explain why they chose to drive with their particular numbers (sometimes it is superstition, while for others it is intensely personal – because where there’s a number there’s a back story), as well as via Netflix’s ongoing ‘Drive To Survive’ series.
This campaign follows on from last season’s F1 ‘We Race On’ and ‘We Race As One’ marketing platform, 2019’s ‘NEEEUM’ sonic identity campaign and 2018’s ‘Engineered Insanity’.
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