Category: Recreation, Leisure
Brand: Nascar
Agency: Ogilvy
Terry Finley - Group Creative Director
Aaron Mosher - Group Creative Director
David Yankelewitz - Group Creative Director
Chad O’Connell - Senior Art Director
Jens Sjobergh - Creative Director
Viktor Jacobsson - Creative Director
Merrin McCormick - Creative Director
Max Matesen - Intern
Teddy Lynn - Chief Creative Officer
Jen Natuzzi - Executive Group Director
Adair Barber - Account Supervisor
Maia Henderson - Assistant Account Executive
Mark Himmelsbach - President, Content & Social
Planning:
Jennifer Peterson - Group Planning Director
Ben Glidden - Social Media Strategist
Production:
Jenny Gadd - Executive Director, Content Production
Laura Lepre - Producer
Libby Fine - Business Affairs Manager
Production Company : Feel Films
Director : Jonathan Taylor
DP : Joe Cicio
Executive Producer : Nick Hirschkorn
Producer : Bona Orakwue
Post Production : Beast / Method / Company 3
Editor : Adam Leibowitz
Assisstatnt Editor : Chris Wronka
Flame Artist : John Shea
Colorist : Billy Gabor
Producer : Jennifer Gothard
Music Company : The Elements
Composer: Vincent Pedulla
Additional Composition: Andy Carroll
Creative Director: Ian Dalsemer / J Bonilla
Sound Design : Henry Boy
Sound Designer : Bill Chesley
Executive Producer : Kate Gibson
Audio Mixing : Sound Lounge
Mixer : Rob DiFondi
Producer: Ali Corsie
Geo: United States
Published: October 2016
NASCAR and Ogilvy & Mather New York have teamed up once again to create a fun, metaphorical story behind NASCAR’s elimination tournament going on right now – The Chase. This time, in an effort to build buzz around the series of races, the partners are collaborating on real-time efforts like never before leading up to the Sprint Cup playoffs taking place next month.
The three-minute action-filled spot, which was written, directed, shot, edited and published in under 5 days, captures the standings of The Chase by bringing a different kind of race to the small screen – a foot race.
Here Ogilvy & Mather captured the elements coming off the latest race, where 16 drivers competed for the chance to move on in the tournament. In the video, the drivers encounter a new set of challenges without the car; scaling buildings, climbing fire escapes and jumping over obstacles to generate an exact replica of the race. So far, it’s received millions of views across social media. Additional “live” films like this one will be released, and supported across social leading up to the official championship to build buzz, generate excitement and help both avid and casual fans understand who is still in pursuit of the championship and who has been eliminated in just about as “real-time” as you can get.
Background on The Campaign:
The campaign itself builds on the brand’s ongoing efforts to show consumers that NASCAR is more than just a race. It’s intended to get both avid and casual fans and beyond, excited about the upcoming Sprint Cup and series of races leading up to it. A mainly social effort, the campaign is meant to keep viewers engaged with who is still involved in the race.
The foot race is a fun, in-the-weeds metaphor and also an ongoing theme for the campaign, with initial videos launching leading into the first races of the series, starring the race car drivers themselves.
Some elements I thought you may find interesting:
· Social listening: Ogilvy & Mather listened to NASCAR fans on social media to see what they were already talking about to inform which moments they wanted to capture in the spots.
· Real-time creative: The final race ended on 2pm Sunday, and the teams were shooting by 8am the following day (Monday)
o The crew shot 10 locations in two days, enlisting 16 stunt men and parkour specialists, marrying many of the shots with actual race calls and footage.
o For every shot, the team has all 16 drivers in the correct order, with who passed who in the 1100 laps of racing.