#MoreThanARace

The Brief

To tackle F1's biggest misconceptions, showing outsiders that there’s much more to the sport than they thought.

Insight

Formula One really is more than just a race.

What we did

Working with industry insiders, we gathered a mountain of extraordinary F1 insights, facts and stats including engineering feats, drivers pre-race rituals and the way cities transform when GPs roll into town. We collected various golden nuggets from F1 world and turned them into short pieces of content that entice the latent fans into real fans, showing what F1 is really about.

How we did it

We needed someone credible to tell these nuggets of Formula one wisdom, so we recruited David Coulthard. A legend in the sport and an approachable face outside of it. To start, we created 3x 15 second films (Walk-throughs) designed to feel like the best classroom lesson you ever sat through. DC tackles each F1 misconception one by one, countering it with a string of remarkable facts, all delivered in one mind bending 'to camera' monologue. To add, we created modern race posters for each race to pay homage to the classic tradition since the early days of the Grand Prix.

the overview

The Walk-throughs

Content that shows that formula one is much more than just a race…

in f1 is it not just about cold hard tech?

do f1 drivers just drive around in circles?

are f1 drivers really athletes?

Does culture influence the race?

Digital race posters

These posters announced each Grand Prix on social and distributed to audiences around the globe at crucial race moments. Each 'poster' used imagery and language that drew focus to a side of the sport you'd never have expected including architecture, fan culture & local rituals.