Spa Grand Prix 2024

Through our sister agency Braconnier, we were at the helm of the Belgian Grand Prix social live. F1 cars, sunshine, smiles, creativity, videos and then… TikTok.

Every year, it’s the same story: it feels like climbing Everest in flip-flops. A few months before the event, the tension starts to rise. Then come the schedules, getting to grips with the programme, more schedules, assigning everyone’s tasks, and that’s when doubt creeps in, faced with the scale of the mission. Then the trucks arrive, the F1 village is built in no time, and everyone switches to “machine mode” for an intense week covering the biggest sporting event in the Kingdom. For the agency, this mission demands a high level of coordination, art direction and creativity to capture every moment.

Art and creative direction are at the heart of our approach. They translate into carefully crafted content, with a real artistic stance, capturing the action on the track, the buzz in the crowd and the glamour of the paddocks.

We allowed ourselves to evolve the graphic system to highlight the key moments of the weekend. This new direction draws on vintage posters, echoing the event’s baseline, “Roots of Racing”.

The tone is sharp, with a touch of humour. And as always, people are at the centre of our strategy.

A few new concepts too: a treasure hunt around the circuit. We start by collecting drivers’ signatures on plexiglass, which we hide in different spots around the track. We drop a few clues, and that’s it! And also Connect 4 in the paddocks with the drivers!

On TikTok, the account mixes humour and irony, with mostly spontaneous content, filmed almost entirely on a phone, and lots of interaction with the public. We even created three TikTok filters to boost engagement.