- Client
- Saudi Automobile & Motorcycle Federation (SAMF)
- Event
- Formula 1 Saudi Arabian Grand Prix, Jeddah Corniche Circuit, 3–5 December 2021
- Partner agency
- Impact BBDO
- Services
- Brand positioning, campaign strategy and creative direction
Case study · Creative advisory
Overview
Saudi Arabia’s first Formula 1 Grand Prix needed a distinctive identity and a campaign to introduce the event to the world.
Sebadore partnered with Impact BBDO to win the competitive tender for the race’s creative communications. Together, we developed the positioning, narrative and launch campaign for the Saudi Automobile & Motorcycle Federation.
‘Overtake the Future’ connected the ambition of motorsport with the Kingdom’s Vision 2030. The creative brought together Arabic script, Saudi cultural identity and the visual energy of racing, giving the Grand Prix a distinctive character on the Formula 1 calendar.
The campaign extended across outdoor advertising, digital channels and broadcast, creating a consistent identity for the inaugural event.
Brand positioning
We defined the race’s distinctive place in Formula 1 and how it would connect with Saudi and international audiences.
Campaign narrative
We developed the story linking the inaugural Grand Prix to Saudi Arabia’s identity and ambitions.
Strapline
Together with Impact BBDO, we created ‘Overtake the Future’, giving the launch campaign a clear, memorable expression.
Creative advisory
We brought Formula 1 expertise to the creative development, connecting the sport’s visual language with Arabic script and Saudi cultural identity.
Campaign development
We worked with Impact BBDO to translate the creative approach across outdoor advertising, digital channels and broadcast.
Related services
More case studies
Talk to the founders
Tell us what you’re considering. Rich or James will come back to you personally within one working day.
Or call +44 (0) 7793 084605