Michaelides & Bednash has launched its debut work for the new rival
to Formula One racing, Rockingham.
The agency has been charged with developing the branding and advertising
campaign for Championship Auto Racing Teams, the US equivalent of
Formula One. The campaign aims to target outgoing, adventurous
twentysomethings in a bid to build the sport's profile in the UK.
The ads, which brand the event as the Rockingham 500, roll out this
weekend and consist of press, poster and TV executions.
The press work takes the form of stylised illustrations showing the race
itself and also the entertainment that's on offer after the event has
finished - such as DJs and live bands.
The two TV commercials, which break on Eurosport, are shot in a
documentary style with interviews of the drivers asking what it feels
like to be out on a track driving at more than 200mph.
The drivers also point out strange distractions that can lead to
disaster such as sneezing or getting a bee stuck in your helmet.
Paul O'Neill, a partner at M&B, said: "Our brief is to reframe motor
racing; to get new people going to motor racing. We tried to create
engaging material that draws people into the event." M&B is trying to
position the event as something that is more than sport and organisers
have planned an after-race party that will include dance acts such as
Groove Armada and Massive Attack.
The ads were art directed by Jim Bolton and written by Chas Bayfield
from Arkwright. The design and typography was by Dave Jenner and
illustration by Mark Swan. Media buying is through John Ayling &
Associates but planning is handled by M&B.
M&B picked up the task in May. The brand development specialist has been
appointed by the £40 million Northamptonshire venue Rockingham to
spearhead oval racing's challenge to Formula One as the premier
autosport within the UK.