2014 Winners & Shortlists

The Brief

F1 Abu Dhabi is the UAE's most high profile lifestyle event - and receiving your ticket in the mail plays an important first step in living that experience for both seasoned and new customers. Our challenge was to make this moment as special as the event itself while staying true to the campaign platform (there's more to F1 in Abu Dhabi). The package had to give you a taste of the action from the moment you opened it.

Creative Execution

F1 Abu Dhabi has always strived to amaze and entertain its audiences. This pop-up package not only embodies this spirit, but it also does what every ticket should do - give people a taste of the event and leave them feverishly waiting to attend. Furthermore, it interpreted the creative platform of the campaign line, "there's more to F1 in Abu Dhabi", by bringing the race to life... going beyond a simple adaptation of the campaign's visual style.

Describe the creative solution to the brief/objective.

Our package needed to be surprising yet simple; well-crafted yet durable, all while staying true to our visual identity and platform. We decided to bring the race to them in the package. Using intricate pop-up cut-outs, we recreated the race car on the Yas Marina Circuit from the viewpoint of the spectator stands. We encased the scene in a durable base and packaged it in a carbon fiber inspired carry bag. Our goal was to create a package that excited people about the race and served as an unforgettable keepsake of the event.

Results

As soon as people started receiving their packages in the mail, Twitter, facebook, instagram and other social media channels exploded with positive feedback, pictures and envious messages from friends and followers who were waiting to receive their packages. The packages were also showcased in several blogs and publications along with mentions on popular radio programs during the season.