The Formula 1 Australian Grand Prix Revs Aussies up to Expect Nothing Less in Rebrand via Bullfrog
The Formula 1 Australian Grand Prix has unveiled its new positioning – Expect Nothing Less – with brand strategy, brand system and campaign work created by independent agency Bullfrog.
Working with the Australian Grand Prix Corporation’s executive team and internal creative team, Bullfrog has executed a dynamic new direction with the ambition to build excitement and get fans revved up for the 2025 racing season.
The creative represents the ongoing evolution of the sport into a cultural phenomenon beyond the race itself – supercharged by Netflix’s Drive to Survive.
Says Lani Evans, division manager, brand at Australian Grand Prix Corporation: “The event has undergone a tremendous evolution in recent years, as demand for tickets increases and our audience diversifies. With the current contract seeing Melbourne hosting the event until 2037, it was important we reflected our changing demographics and gave ourselves a platform to build on for the future.”
Says Mike Doman, executive strategy director, Bullfrog: “The most iconic events on the Formula 1 calendar have a strong and singular focus. Monaco is exclusivity, Monza is fired up by the Tifosi, Vegas is borne from the city’s indulgence, while Singapore has the night race.
“For Melbourne, it’s everything we love about this liveable city that drives our race experience. Our goal was to reflect our city’s commitment to extraordinary and drive to push things right to the edge of what’s possible . Playing a role in defining something as iconic as the Formula 1 Australian Grand Prix for the next decade was a dream come true.”
The new brand commenced rolling out through all marketing, brand behaviours and event design from September this year, with tickets for the 2025 event going on sale tomorrow.
Client: Australian Grand Prix Corporation
Creative: Bullfrog and Australian Grand Prix Corporation
6 Comments
So you’ve kept the old design but changed the pictures. I wouldn’t call this a rebrand
Best part of this tender is commitment to spend a monster amount on the tickets
Not that good, filled with rookie mistakes like poor contrast. The billboard just streams brakes.
For such a great, unique product, with a killer global brand design world, a platform like ‘expect nothing less’ feels so middling and forgettable. It could be applied to any number of different brands or categories: a watch brand, a wine brand, a car brand. It should have some language in there that’s distinctive to formula 1.
Brand strategy?? Can’t see it??
This client makes sense for bullfrog. Requires zero effectiveness and can rely solely on people’s love for reality tv.
I expect nothing more from the marketers of this event.
Beige political thinking colours every decision they make.
As a pseudo-government enterprise, that’s hardly sursprising.
But it would be nice if – just once – the advertising lived up to the excitement of the event.
And BTW, the colours feel more Miami than Melbourne.