New Energy, inspired by the F1™ team’s ‘game-changing’ new Silverstone HQ, spans work from Havas agencies Cake, Havas CX helia, and Inviqa
Aston Martin Aramco Cognizant Formula One™ Team (AMF1) has partnered with Havas to launch its 2023 challenger, the AMR23, and introduce the new team and visual identity that will be used throughout the upcoming Formula One™ season.
The car launch and season-spanning concept, New Energy, takes inspiration from the team’s new, state-of-the-art Silverstone factory – the first, all-new, purpose-built facility for an F1™ team in almost two decades. The launch event, which was broadcast by Sky Sports F1 from 7pm last night, offered VIP guests and fans worldwide an exclusive first look not just of the car, but of the factory itself, which is due for completion of its first building in May.
AMF1 collaborated with a trio of Havas agencies: Cake, which created the launch event (in collaboration with technical delivery partner UNIT9), Havas CX helia, which devised the concept, team and visual identity (in collaboration with creative production studio Dippin’ Sauce) and fan engagement programme, and Inviqa, which developed AMF1’s updated website.
The team’s new visual identity includes algorithmic data visualisation elements reflecting the team’s support through its free-to-join I / AM membership programme, which Havas helped devise and launch in 2021.
It also references the physical car itself, the metaphorical energy building inside AMF1’s new Silverstone HQ, and some distinctive, iconic Grand Prix racing corners. It will span both digital and physical touchpoints – including the AMF1 garage, motorhomes, trucks, Grand Prix VIP areas and collateral, website, social and CRM – throughout the season.
It was rolled out at last night’s launch event, hosted by Sky Sports presenter Rachel Brookes, which saw the AMR23 unveiled from its iconic Union Jack shroud during a live reveal from the factory’s ‘street’ – a passage running horizontally along the length of the entire building and lit by pulsing LED battens.
With the AMR23 front and centre on a circular LED stage, a powerful audio-visual spectacle saw the drivers – including Lance Stroll and newly announced two-time World Champion Fernando Alonso – team engineers, key partners, and fans sharing their belief, inspiration and pride in being part of the team.
Invited guests and those watching worldwide also heard from AMF1 Executive Chairman Lawrence Stroll on his inspiration for the factory as the next step of the 110-year-old brand’s journey, Team Principal Mike Krack on his 2023 ambitions for the team, and Technical Director Dan Fallows take part in an on-stage Q&A. Guests also enjoyed a series of fireside chats, hosted by Sky Sports F1 lead commentator David Croft.
Rob Bloom, Chief Marketing Officer at Aston Martin Aramco Cognizant F1 Team, says: “Since Aston Martin returned to the Formula One grid in 2021, Havas’ teams have been an extension of our own.
“This new identity captures the energy, passion and purpose of all those in our new factory and beyond, and was brought to life in dramatic fashion at last night’s AMR23 launch event, as we eagerly await lights out on what will be an historic 110th year anniversary for this iconic brand.”
Stuart Peddie, Executive Creative Director, London at Havas CX helia, says: “A good story has always played a central role in sport and fandom, and increasingly so in Formula One™ – just look at the success of narrative-driven properties like Drive to Survive and the skyrocketing interest and viewership of the sport itself.
“Aston Martin is one of the most storied teams in motor racing, but 2023 – with a new home, new car, new drivers, new talent and a growing fanbase – feels a particularly important and transformational chapter. Hence, ‘New Energy’ – which will literally run throughout the team all season.”
Charlie Hugill, Business Director at Cake, says: “The launch event at AMF1’s state-of-the-art factory is a statement of intent for this iconic team.
“In our third year delivering the car launch event, bringing everyone who has played a massive part in the team together, while giving the audience a real ‘behind-the-scenes’ glimpse of this brilliant new facility pre-opening, was our ambition from the start.
“With the all-new AMR23 challenger revealed at the very heart of the team’s new home, the launch event marks the start of an exciting journey ahead for Aston Martin Aramco Cognizant F1 Team.”