Ferrari x Peroni
La Bella Formula
Activation
Brief
Deliver an off-track experience in London during the British Grand Prix Racing Weekend that drives fame and iconicity around the Peroni Nastro Azzurro x Ferrari Scuderia partnership.
Insight
Formula 1 fandom has seen a slight change over recent years. Through the celebrity of drivers like Lewis Hamilton and the popularity of series like Formula 1: Drive to Survive, a new type of F1 fan has emerged – one a little less interested in the competition of the sport, and more interested in the experiences surrounding it.
Idea
Introducing ‘La Bella Formula’ (English: the Beautiful Formula) – an immersive activation that allows fans to experience the visceral beauty of the British Grand Prix – all driven by the iconicity and craft that only our two Italian giants could bring.
Creative Thought
The beauty of Formula One is the level of immersion that it gives. The blur of colours as cars sweep around the track, the sounds
of tyres screeching as they leave the pitstop, the smell of the burnt rubber as wheels skid across the tarmac. All of this increases the level of passion fans feel when their within the graces of the Paddock Club. But knowing that not everyone can enjoy that lived experience, the idea was to transport fans to Silverstone through sensory immersion.
Activation
Taking inspiration from F1’s Paddock Club, we created a destination for Ferrari fans to have a fully immersed experience of the British GP Weekend.
Through a series of sensory installations, we gave attendees a taste of what it’s like to race over 200mph down the Hanger Straight or navigate Silverstone through vision distorting rain.
The location also featured exhibits of the 2024 season car and driving gear, F1 Driving Sim stations, a Peroni stocked bar and viewing area to watch all the action from the British Gran Prix.
Social Content
Credits
Agency: Octagon / Frukt
ECD: Ryan Shaw
Senior Creative: Daniel Obichukwu
Art Director: Jennifer Heale
Exec Producer: Fran Martin
Creative Strategy: Pippo Khalwa