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#JoyOfRacing

Agency Network: 
Published/Aired: 
July 2017

Description

AMV BBDO has created a digital campaign for MARTINI to help drive awareness of the brand’s pivotal role and heritage in F1 racing. The campaign is a celebration of the iconic brand’s long standing passion for racing that it shares with fans, which can be traced back to its founders. It will launch with a film this week across Facebook, Instagram and Twitter announcing the opportunity for one lucky fan to win a one-of-a-kind, hand painted helmet designed by contemporary Spanish artist Kenor and worn by Felipe Massa. All fans have to do to be in with a chance of winning is tell MARTINI what the joy of racing means to them via the social channels using #JoyOfRacing. The winner will then be selected from a shortlist on 8th Aug and receive a Williams Martini Racing experience in Spa, Belgium; flights, transfers and four nights’ accommodation; and the #JoyOfRacing helmet presented by Felipe Massa. The launch film tracks the journey of the creation of the racing helmet from the inspiration to concept, design and production, highlighting the love and attention that goes into every stage. It also shows the audience what #JoyOfRacing means to superstar driver Felipe Massa to help spark ideas for entries, and gives full details of this money-can’t- buy prize. Kenor was briefed to create a design that embodies the joy of racing. This design was then transferred to an F1 racing helmet by leading helmet designers JMD. The bespoke helmet is to be worn by Williams Martini Racing driver Felipe Massa at the 2017 FORMULA 1 PIRELLI BELGIAN GRAND PRIX. Racing is a sport MARTINI has been involved in for nearly 50 years across a variety of iconic liveries. The brand returned to Formula One in 2014 as the title sponsor of the Williams F1 team, aiming to make a new generation fall in love with the gioia di vivere - the Italian "joy of living" - that MARTINI brings to the racing world.

Design advertisement created by BBDO, Italy for Martini, within the category: Alcoholic Drinks.

Advertising Agency: AMV BBDO, Italy
Creative Director: Graham Jenks
Agency Planner: Sam Williams
Agency Account Man: Samuel Biss
Agency Producers: Rhiannon Nicol, Jen Bechard
Media Agency: OMD
Production Company: AMV-Flare
Director: Ben Perry
Production Company Producer: Richard Grisman
Post-production Company: AMV Flare, Envy
Audio Post-production: Envy
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Highest Rated

Wrong Opinion's picture

I thought it was turning into a cheap concept to give a driver a helmet. it turned out to be part of a good prize.

Wrong Opinion
Activity Score 293
kleenex's picture

nice contest prize.

kleenex
Activity Score 55237
Web Designer/Developer
Wrong Opinion's picture

I thought it was turning into a cheap concept to give a driver a helmet. it turned out to be part of a good prize.

Wrong Opinion
Activity Score 293
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