Campaign details
Brand: Formula 1Agency: FlamingoCountry: UK
Synopsis
The challenge
F1 is one of the world's most successful sports entertainment brands, boasting 503 million fans globally, but if you ask them what they find most exciting about the races, you'd be hard pressed to get a meaningful answer beyond crashes and overtakes. This makes it a particularly tricky audience to grow. As we know from our previous work in pinpointing the appeal of F1, it's a task that involves modernising the sport and attracting younger audiences, while maintaining its heritage and staying true to its...