We’re helping SMARTY, a brand new simple SIM-only mobile network, launch its first ever advertising campaign.

The ‘SMARTY/not SMARTY’ TV, radio and social campaign, which debuts today, playfully illustrates that there are SMARTY and not so SMARTY choices in life. Using charming 3D animation, produced by Art & Graft, the spot highlights the brand’s killer USP – money back for unused data.

Lecture In Progress, the advice and insight resource for young creatives, spoke with our Formula 1 creative team on the brand’s first ever global marketing campaign.

W+K creative trio Philippa Beaumont, Andrew Bevan and Freddy Taylor gave a behind the scenes look into the creative process of Engineered Insanity, which took fans closer than ever to the F1 action.

The team discussed the challenges and opportunities of working with F1’s huge archive library, dissecting fan feedback and aligning on Formula 1’s mission: “reshape the way people look at F1 and remind them it’s a sport centred around 20 madmen, hurtling around tarmac at over 215mph, in some of the most advanced machines on Earth.”

Read the full article here.