The brief:

Formula E is growing in popularity, and that’s not just down to its purpose-led ethos; it’s an exciting sport in its own right. However, it still finds itself itself in the shadow of Formula 1 and so came to W Communications and Franses Global with the need to promote zero emissions racing in an innovative and entertaining way.

Our approach:

Our mission was to take Formula E beyond the boundaries of motorsport and into a world lifestyle and entertainment, hosting the world's most famous faces, in some of the world’s most iconic cities to supercharge its profile. Challenging the fossil fuel guzzling, pollution promoting motorsports series and appealing to established automotive as well as luxury and corporate brands and sponsors, we needed to stimulate not just a change in hearts and minds, but also in the world.  

Working with our celebrity casting partner, Franses Global, our solution was an ultra-high-end, global ambassador and endorsement programme that was five years in the making.

Our solution:

Through this, Franses developed an overarching strategic ambassador programme for Formula E. Targeting talent in two key areas, we cast those passionate about motorsports and those who are eco-enthusiasts. Names included Naomi Campbell, Sienna Miller, Liv Tyler, Emily Ratajkowski, Orlando Bloom, Idris Elba, Kylie Minogue, Adrien Brody and Helena Christensen.  

Managing all aspects of talent appearances at each of the races and surrounding activations ensured we could curate all narratives and creative content for our audience – including through one-to-one and round table interviews with top lifestyle media outlets. Each race was supported by carefully crafted media relations campaign to ensure we maximised the impact of each of our ambassadors.