Formula 1 Unveils Its ‘First-Ever’ Global Campaign With A Brand New Tagline

By Prosyscom
In March 16, 2018
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Image provided by Wieden+Kennedy London

Formula 1 has debuted its first global marketing campaign, which is complete with energetic imagery, a new slogan, and a 60-second film featuring six superfans.

Created by Wieden+Kennedy London, the campaign puts itself in the shoes of fans and attempts to draw out how they truly perceive the races. It embodies “the thrilling dance between chaos and control” that reels spectators in year after year.

The new concept and tagline, “Engineered Insanity,” marries two contrasting forces that drive the makeup of Formula 1: “formidable engineering coupled with a no limits mindset,” Wieden+Kennedy London explains in a press statement.

Ellie Norman, Director of Marketing at Formula 1, says, ““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.”

In the fan-first film, six diverse Formula 1 supporters brave through heat, wind, and rain, in a wind tunnel designed specially for the video. They come face-to-face with the heart-pumping exhilaration that racers experience and love.

Tony Davidson, Executive Creative Director at Wieden+Kennedy London, describes, “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.”

View the exciting new visual identity below.


Image provided by Wieden+Kennedy London


Image provided by Wieden+Kennedy London

[Video and images provided by Image provided by Wieden+Kennedy London]

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