…and the lights are out!

F1 Research WallFinal year is here. In the run up to Christmas, we have to complete a 1 module project (also known as our Personal Project). It doesn’t have to be about ourselves but we can completely chose what it is about. I am currently researching F1 and the proposed London Grand Prix (read more about that here). To start, I have been looking at f1 identity styles through the years and stumbled upon a vast database of race day programmes. Here are a few of my favourite.

Mixed programmesSpa programmesNurburgring ProgrammesMonaco Programmes

The Advertising Olympics

When there are so many restrictions in place against advertising something, it can start working in your favour. Paddy power chose to talk about a different London with the poster above. Nike chose to celebrate sport in Londons’ around the world with their viral campaign.

Specifically not mentioning it can help Anyone wearing Nike trainers, drinking Pepsi and paying with a Mastercard gets special discount at Odbins, who have launched an ad campaign ‘not mentioning it’.

Another way of getting round the rules is to just get it all wrong…

All of this is ‘brand protection’ and to ‘protect official sponsors’. For example, the only chips allowed to be served at the Olympics are McDonalds own [1]. In terms of beer, Heineken is the only branded beer to be served [2]. All of this has spawned a running article on The Drum called The Fauxlympics [definitely worth a full look – 1,2, 3, 4, 5], where people are invited to send in fake olympic related adverts using the appropriate brand. Here are some of my favourites:

Specsavers

The flag for South Korea was mistakenly displayed at a women’s football match between North Korea and Colombia.

The ad has been booked into the sport and Olympic supplements of the following papers today (27 July): Metro, The Sun, the Daily Mail, Daily Star, The Daily Telegraph, The Times, Daily Mirror, The Independent, I, The Guardian and the Daily Express.

Part of the success of this campaign is the instantaneous response from the Specsavers creative team to see an opportunity and get it printed in nationwide paper the next day. The ‘campaign’ has been seen once before when England met Ukraine at the Euros.

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