Viaplay

Hosted in the tiny beach town of Zandvoort, Formula 1's iconic Dutch Grand Prix is not just the biggest sporting event in the Netherlands, but a cultural phenomenon. The circuit's legendary asphalt snakes its way through undulating dunes and plays host to over 300.000 race fans in the span of a weekend. Viaplay, the Scandinavian streaming service and official F1 broadcaster in the country, asked us to develop a brand campaign surrounding the event.

Circuit Zandvoort held its first Grand Prix in 1948, so it's safe to say it's steeped in heritage. With that in mind, we wanted to create something that wouldn't just promote Viaplay or the event, but honours its storied past.

Our approach was to connect Viaplay to motorsports' timeless tradition by designing a limited-edition racing poster, which we spread through a multi-channel 360º campaign.

These artworks have long been an integral part of F1 culture and are coveted by fans and collectors alike. In collaboration with illustrator Julian Burford, we blended vintage charm and modern aesthetics to create a piece that captures the energy of the race and the nostalgic essence of Zandvoort, destined to become a collector's item in its own right.

To extend its impact, we brought it to life by animating parts of the design for a digital out-of-home campaign that was on display in the largest train stations in The Netherlands. The poster was printed in a super-limited run of ten high-quality, numbered riso prints. Fans could exclusively win these through a social media contest. During race weekend, a batch of 10.000 standard posters was available at the circuit and Viaplay's on-trade partners. The response to the campaign was overwhelmingly positive and cemented Viaplay not just as a broadcaster, but as a fan-focused service integral to the Formula 1 experience.