Source: Creativity
Formula 1 has unveiled its first ever global marketing campaign, and the centerpiece is the energy packed spot called „Engineered Insanity“, in which several fans were enabled to experience the „full force“ that comes with this sport.
The spot was made by Wieden & Kennedy London, agency’s first for this brand, and in it we see six „superfans“ of the sport being subjected to heat, wind and rain in a specially constructed wind tunnel. Intermitently we see the images from the driver’s point of view as they speed through the race circuit. The spot was directed by Chris Boyle via Private Island.
In line with the theme of putting fans first, F1 is giving superfans the chance to tease the campaign first via their own social channels. There will also be GIFs and interactive Instagram stories that fans can share.
Ellie Norman, Director of Marketing at Formula 1, said in a statement: „We want to create a perceptible shift in how people perceive F1. This campaign switches the focus away from our own echo chamber, instead spotlighting why our fans love this sport. Our brief to Wieden & Kennedy London was to translate its raw, exhilarating thrill into something that will transcend its appeal across the entire spectrum of sports fans.”
