England World Cup Announcement
England World Cup Announcement

Browse projects

Nothing Beats a Londoner
Nothing Beats a Londoner

Formula 1 – Engineered Insanity

The challenge

Create Formula 1’s first ever global marketing campaign to mark the launch of the 2018 season.

What we did

Formula 1’s first ever marketing campaign challenges the sport’s perceptions by showing through the eyes of the fans what F1 really feels like.
The new campaign premiered ahead of the season opener on March 25 with bold imagery, a new tagline and a hero film, which features six of F1’s biggest super fans.

Sixty-second film, Engineered Insanity, shines a spotlight on the innovation, endurance and elemental nature of the sport, putting superfans at the visceral heart of the action, as though they are the ones battling it out from behind the wheel. The film was first teased by the fans through their personal social accounts before being launched on March 16 by F1.

Engineered Insanity forms the backbone of a multi-platform campaign that kicked off in Melbourne with high impact out-of-home advertising, featuring proximity in-airport and in-city posters, hand-painted murals and extending to extensive social and digital channels.
The campaign will roll out to appear in key Grand Prix destinations in China, France, Germany, USA as the season unfolds.

The effects

Please check back at a later date for results.

See other work