F1 launches Engineered Insanity campaign, with fans at its centre

For its first ever international marketing campaign, F1 has released a high-octane 60-second film that aims to convey the excitement of the fan’s experience of the sport

Featuring the tagline ‘Engineered Insanity’, the Wieden+Kennedy spot forms part of a multi-platform campaign that also includes posters, hand-painted murals and social and digital channels.

According to the agency, the film (below) aims to show the balance between “chaos and control” that attracts fans to the sport – and puts six of them at the centre of the action, enduring heat, wind and rain in a wind tunnel that was constructed specifically for the project.


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