Viaplay

In 2025, we’re teaming up with the home of sport’s greatest competitions: Viaplay. They’re the Dutch go-to for all things Formula 1, Premier League, Bundesliga and darts. As their creative agency, we launched a comprehensive brand campaign in March to shape their repositioning into a sports streamer, including a pitch-perfect tagline and a TV commercial featuring the F1 world champ. And we’re just getting started.

We built our campaign story around the pre-season, one of the most essential ingredients of any trophy-winning performance. For athletes, and the team at Viaplay, it’s all about preparation. For fans, this mystical stretch between seasons is brimming with anticipation, speculation and excitement. We captured this shared energy – the focus, dedication and rituals – as it pulsed through fans, presenters, and yes, even four-time world champion Max Verstappen.

The first leg of the campaign zoomed in on Formula 1 as its 75th season got underway, and it rolled out across TV, radio, (D)OOH and online. With its narrative rooted in racing culture, it placed Viaplay at the heart of the moment with a finger on the pulse of F1 fandom.

This is only the beginning. Throughout the year, we’ll be building on this foundation with a series of activities, stories and standout moments tied to the biggest moments in the sporting calendar – and the fans who live for them.