Aston Martin Aramco Cognizant Formula 1 Team (AMF1) has partnered with Havas to launch its 2023 car, the AMR23, and introduce the new team and visual identity.
The British motor racing team’s new relationship with global communications agency Havas will see the pair collaborate on the AMF1’s season-spanning brand concept – New Energy. The team claims it will take inspiration from its new purpose-built factory in Silverstone.
The launch event took place on Monday 13th February and saw fans and guests invited to take a first look at the team’s new car, as well as the factory itself, with the whole evening broadcast on Sky Sports.
AMF1 has collaborated with a trio of Havas agencies. These include Cake, which created the launch event in collaboration with technical delivery partner UNIT9, Havas CX helia, which devised the concept, visual identity and fan engagement programme, and Inviqa, which developed AMF1’s updated website.
Rob Bloom, Chief Marketing Officer at Aston Martin Aramco Cognizant F1 Team, said, “Since Aston Martin returned to the Formula One grid in 2021, Havas’ teams have been an extension of our own. This new identity captures the energy, passion and purpose of all those in our new factory and beyond, and was brought to life in dramatic fashion at last night’s AMR23 launch event, as we eagerly await lights out on what will be an historic 110th year anniversary for this iconic brand.”
Stuart Peddie, Executive Creative Director, London at Havas CX helia, added, “A good story has always played a central role in sport and fandom, and increasingly so in Formula One – just look at the success of narrative-driven properties like Drive to Survive and the skyrocketing interest and viewership of the sport itself.
“Aston Martin is one of the most storied teams in motor racing, but 2023 – with a new home, new car, new drivers, new talent and a growing fanbase – feels a particularly important and transformational chapter. Hence, ‘New Energy’ – which will literally run throughout the team all season.”
Charlie Hugill, Business Director at Cake, added, “The launch event at AMF1’s state-of-the-art factory is a statement of intent for this iconic team. In our third year delivering the car launch event, bringing everyone who has played a massive part in the team together, while giving the audience a real ‘behind-the-scenes’ glimpse of this brilliant new facility pre-opening, was our ambition from the start.
“With the all-new AMR23 challenger revealed at the very heart of the team’s new home, the launch event marks the start of an exciting journey ahead for Aston Martin Aramco Cognizant F1 Team.”
