Formula One Gives Superfans High-Octane Thrills in Its First Global Spot

'Engineered Insanity' Is the First Work Out of W&K London

Published On
Mar 16, 2018

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Formula 1 is releasing its first global marketing campaign, starting with a high octane spot that shows several superfans experiencing the "full force" of partaking in the sport.

The film, the first work for the motorsport organization by Wieden & Kennedy London, is called "Engineered Insanity." In it, viewers see fans' faces subjected to F1 forces--the six fans were subjected to heat, wind and rain in a specially constructed wind tunnel--and also experience the sport from the driver's point of view, as cars spin round the circuit. With its punchy rap track, computer game-type visuals and fast-paced editing, it's reminiscent of a Nike or Adidas spot. Chris Boyle was the director via Private Island.

In line with the theme of putting fans first, F1 is giving superfans the chance to tease the campaign first via their own social channels. There will also be GIFs and interactive Instagram stories that fans can share.

Ellie Norman, Director of Marketing, Formula 1, says in a statement: "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."


Mar 16, 2018
Agency :
Wieden & Kennedy-London
Brand :
Formula 1
Client :
Formula 1
Creative Director :
Dan Norris
Creative Director :
Ray Shaughnessy
Creative :
Philippa Beaumont
Creative :
Freddy Taylor
Creative :
Andrew Bevan
Executive Creative Director :
Tony Davidson
Executive Creative Director :
Iain Tait
Executive Creative Director :
Richard Turley
Designer :
Kelly Satchell
Group Account Director :
Matt Owen
Group Account Director :
Matt Shaw
Account Manager :
Sam Hunton
Creative Planner :
Lee Ramsay
Creative Planner :
Rachel Yoes
Integrated Producer :
Sam Sammons
TV Producer :
Anna Neilson
Production Assistant :
Aran Patterson
Production Company :
Private Island
Director :
Chris Boyle
Executive Producer :
Helen Power
Director, Photography :
Ben Magahy
Editorial Company :
Final Cut
Editor :
Ben Stephens
Visual Effects Company :
Time Based Arts
Visual Effects Supervisor :
Sheldon Gardner
Executive Producer :
Tom Johnson
Producer :
Chris Aliano
Producer Assistant :
Sean Ewins
Colorist :
Jack McGinity
Music and Sound Company :
String & Tins
Sound Designer :
Joe Wilkinson
Producer :
Sam Brock
Producer :
Matej Oreskovic
Flame Artist :
Jamie Crofts
Flame Artist :
David Birkill
Flame Artist :
Adam Paterson
Motion Graphics :
Tom Robinson
Motion Graphics :
Stephen Ross
Motion Graphics :
Florian Thamer
Senior Creative Artworker :
Jhy Turley

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