OVERVIEW
Don’t let decades of drama deter you from the opportunity to experience the thrill of European racing. The Speed Channel and the 24 Hours of Le Mans are here to give you a crash course on Le Mans history before the big day in June.
CREATIVE STRATEGY
The 24 Hours of Le Mans is the most popular race in the world and the historically significant race in history, yet most Americans are totally unfamiliar with its significance. We were challenged to find a way to compel the average American to tune in and watch a race that happens halfway across the world. We decided to use the rich history of the event as a selling point rather than a deterrent. Instead of letting nearly a century of history make the race feel too complicated to get involved with now, we wanted to entice our target with simple stories that showed how each race has a profound impact on not only auto racing culture, but sports culture, and it’s not something to be missed. The large-scale billboards placed in cities with known racing enthusiasts serve as a teaser to dig deeper for more information. From there, targeted social media adds give the target a crash course on Le Mans history.
DESIGN STRATEGY
The art direction for this campaign was all about driving home the message of how each race becomes a part of history. The type treatment and high contrast, black and white imagery worked to unify the various elements of this campaign. The choice to omit color from the photographs was a conscious decision to give a sense of sophistication and separate this campaign from typical sports based advertising. Other advertising in this category is very loud and vibrant, the choice to be impactful through storytelling speaks to the nature of the event.
MOCKUPS
Credits:
Stefanie Powers, Copywriter
Bob Chapman, Photographer
Special thanks to Spencer Pumpelly