How Family turns the F1 team Kick Sauber into a brand
Family developed a creative concept for Stake F1 Team Kick Sauber and produced various communication materials, such as a brand movie, a tech featurette, and the preseason photo shoot for and with the Formula 1 team.
With "Unleashed", Family has created a creative platform that is strategically designed to establish the Stake F1 team Kick Sauber as a brand in the Grand Prix circuit for the next two years and give it a strong identity in the process. The motto is intended to convey a sense of power and attacking mentality.
Under the new guiding principle, the agency and partners have so far implemented various communication tools and brand assets for the new season. These include the pre-season shoot in Schlieren, where the drivers and key people were photographed, and a tech featurette that showcased the production site in Hinwil and the people behind the scenes. The filming and photography of the shakedown of the new racing car for 2024, the C44, in Barcelona was also directed by Family.
The highlight is the Brand Movie
The highlight of the communication to date is the brand movie "Unleashed". This was realized in close collaboration between the agency, the film production company hillton and the German director Theresa Andresen. DOP Denis Guth was responsible for the images.
Superstar Drake kicked off the communication by announcing the team name via social media. This was followed by a launch event in London under the "Unleashed" platform. The new car was presented to the world for the first time there, and it was also the first time that the communicative leitmotif adorned the rear wing of the C44. Here go to the Brand Movie.
Responsible at Sauber Group: Stefano Battiston (overall responsibility), Markus Höpperger (Head of Group Brand & CI), Michael Kaelin (Senior Creative Designer), Cristina Gaina (Brand Promotion & Digital Manager). Responsible at Family: Claudio Catrambone (overall responsibility), Jan Walser, Hanja Heuss, Severin Binkert, Marion Gwerder, Christian Reinhard, Tabea Mader, Alexandra Niggeler, Amanda Bossard; Brand Movie: hillton (Production), David Bertschinger Karg (Executive Producer), Mona Bertschinger (Executive Producer), Alexander Wyssling (Line Producer), Theresa Andresen (Director), Denis Guth (DOP) Marvin Kühner (Editor), Billy Bains (Postproducer); Tech Featurette: Polarwind (producer), Fabian Weber (director & cinematographer); Photography: VisualEyes Artists (production) Markus Mueller (photographer); Special Mention: Drake (Stake Brand Ambassador).
