Formula 1 has launched its first ever global marketing campaign with the aim to challenge the sport’s perceptions by showing through the eyes of the fans what Formula 1 'really feels like'.
The new campaign premieres ahead of the season opener in Australia on 25th March, with new imagery, a new tagline and a 60 second hero film that features six of Formula 1’s biggest fans.
‘Engineered Insanity’, also the new tagline, forms part of a multi-platform campaign that kicks off in Melbourne with out-of-home advertising, featuring proximity in-airport and in-city posters, hand-painted murals and extending to extensive social and digital channels.
It will then roll out to appear in key Grand Prix destinations in China, France, Germany and USA as the season unfolds.
As the season advances, a new master edit will be cut, documenting how the action unfolds, and released following each Grand Prix.
The fans involved were also engaged in the roll-out of the campaign, with the fans given the chance to tease the campaign first via their own social channels.
Ellie Norman, director of marketing, Formula 1 said: “We want to create a perceptible shift in how people perceive Formula 1. 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.
“Last season, we made a promise to our fans to bring them closer and to reshape the sport into something that resembles what they want to see, the gladiatorial conflict at its heart. Nothing we came up with creatively delivered this better than seeing it through the eyes of our most passionate fans. Across the next year and beyond, we will be creating further fan-centred activations at the races, at fan festivals and across Formula 1 social platforms. Watch this space. We are here to excite.”
Tony Davidson, executive creative director at Wieden+Kennedy London added: "We're proud to be helping to bring Formula 1's first ever global marketing campaign to life, with a creative which starts the exciting process of bringing fans even closer to the sport."