F1 is a difficult sport to get started in and participate, so in an important development F1 partnered with Tottenham Hotspur Stadium to launch an F1 Karting experience called F1 Drive. This will be a compelling competitive socialising activity offering both adults and kids a memorable karting experience with aims to help guide more young drivers into karting and to take an interest in Motor sport.
F1 Drive takes place beneath Tottenham Hotspur Stadium, on an underground track. Our brand solution focuses on the human element, the drivers who will go to F1 Drive. The Karts feature in the visuals, but they are really background for the people. Shots feature families and young children to teenagers or Millennials.
What holds all of these group portraits together is the art direction, we use a dark colour palette using reds, greens and purples. While hinting at the underground element of the venue using neon lights in the background. Finally all of the people in our images are comfortable in their own skin, they have attitude and confidence, while looking effortlessly cool. Its the thrill of racing with a family-friendly atmosphere and hip hop attitude straight out of a music video.
“Thanks for the really exciting work you have done on F1 Drive, we really like it!”