More Than A Race, It's A Destination!
The Formula 1 Etihad Airways Abu Dhabi Grand Prix is the last F1 circuit of the year and the climax of Formula 1 racing.
It celebrates the pinnacle of motorsport, the best in global music and entertainment, and where racers become champions.
For the second time, we created a brand identity that reflects the Formula 1 season's finale, the world-class experience, and the true essence of the Yas Marina circuit on Yas Island in the United Arab Emirates, the meeting place for champions.
The creative execution ties into the brand's future-focused vision of having world-class "cutting-edge experiences" present, by blending playful and energizing creative across a range of innovative touchpoints embracing the latest technologies.
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THE BRIEF
Create a brand campaign identity that embodies a unique, world-class experience, that articulates the essence of the Formula 1 Etihad Airways Abu Dhabi Grand Prix.
EVENT IDENTITY
As a starting point for the entire creative rollout, we developed a key visual with a key visual trailer to lift off the campaign. By introducing a recognizable colorful pattern throughout all the assets, we ensured consistency could be maintained throughout the campaign."By developing a Design & Motion toolkit, we enabled the client to create a variety of assets for all their communication channels."
INFLIGHT ENTERTAINMENT
To broaden the experience and increase brand awareness, we suggested extending the brand to in-flight entertainment.
Our proposed narrowcasting toolkit would showcase highlights from previous races, as well as in-depth interviews and documentaries of the Yas Marina Circuit.
ACTIVATION
During the 2022 Grand Prix weekend, the Yas Marina team applied our iconic texture to their entire fleet of race cars to promote the 2023 event. The cars were visible at the airport and at the event. To create awareness and buzz around the event, we developed a variety of animations for use on Digital Out of Home screens.
"Over 1,000 tickets were sold within the first hour of going live."
OVERVIEW OF CAMPAIGN 2023
SPONSORS
To cater to the event sponsors, we went the extra mile and created unique versions of the Key Visual by adjusting them to their iconic brand colors. This allowed us to showcase their brand identity in a prominent way and added a personal touch to the campaign. By doing so, enabling to strengthen the relationship with the sponsors and ensure that their presence is felt throughout the event. The result is a win-win situation for both the sponsors and the Yas Marina Circuit, as the sponsors receive increased visibility and exposure, while the circuit gained valuable support and resources for the event.Credits