A new global campaign called ‘Change. Accelerated’ launched ahead of the opening race of Formula E’s seventh season and focuses on the rights owner’s role in accelerating change on and off the track.
The electric-racing series targets a new digital audience of young, socially conscious sports fans through this digital-first campaign which will roll out and evolve through the season as it brings to life Formula E’s vision to ‘accelerate sustainable human progress through the power of electric racing’.
Developed by agency Uncommon, ‘Change. Accelerated.’ aims to spotlight Formula E’s unpredictable and competitive racing and how it is underpinned by equally powerful ecological reason.
The work seeks to position the series as a force for good in and beyond the sports space as it has evolved from its aim of accelerating the adoption of vehicles to a wider mission to race for a better future.
The campaign, which sets out to inspire the next generation of socially conscious sports fans and to encourage them to join its wider movement to accelerate positive change, is spearheaded by a 60-second brand film which also marks Formula E’s first season as an official FIA World Championship.
Henry Chilcott, Formula E chief brand officer said: “Change. Accelerated. is a message which pushes us not just to embrace change but to accelerate towards it. Everything Formula E does will showcase how we are leading the way in sport, on and off the track.
“It is the combination of thrilling electric street racing, innovation, sustainability, and positive impact that makes Formula E unique in global sport. Change. Accelerated. captures this spirit, electrifying our audiences and acting as a catalyst for change.”
Ucommon Co-Founder Nils Leonard added: “When we were approached with the opportunity to work with a brand that blended powerful purpose with the excitement of sport, we were hooked. We’re excited to raise the curtain on Season 7 and then to launch the work we have in development which will be revealed across the season – stay tuned.”
Comment:
This campaign is the result of a partnership between Formula E and Uncommon Creative Studio which seeks to bring the new brand positioning to life and create a campaign to capture the sport’s power to excite fans and be a catalyst for positive change.
It also highlights the series’ role in helping international sport further reduce its carbon footprint: in 2020 Formula E became the only sport in the world certified net zero carbon since inception.
It’s not just the series owner focusing on socially conscious sports fans. The Virgin Envision racing team this year will carry the logo of COP26 as part of a joint ‘Together for Our Planet’ campaign to encourage global action against climate change.
This campaign also follows on from Formula E’s last brand refresh in 2018.
Links:
Formula E
Uncommon Creative Studio
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