Campaign details
Brand: Formula EAgency: Iris London
Summary
"Attack is the secret of defence."
Sun Tzu
Formula E, the electric street motorsport, was created with a valiant vision that contained an inherent flaw.
Our strategy embraced the weakness and invented Attack Mode, a radical innovation that reinvented the sport and proved that a worthy sustainability venture can also be exciting.
First, let's go back to the starting grid.
Fans of motor racing need jeopardy, and we didn't have enough. Certainly not as much as the paragon of motorsport, Formula One.
We discovered our electric nature was both...