The Formula 1 Australian Grand Prix has unveiled its new positioning, Expect Nothing Less, with brand strategy, brand system and campaign work created by independent agency Bullfrog.
Working with the Australian Grand Prix Corporation’s executive team and internal creative team, Bullfrog has executed a new direction to build excitement and get fans revved up for the 2025 racing season.
The creative represents the ongoing evolution of the sport into a cultural phenomenon beyond the race itself – supercharged by Netflix’s Drive to Survive.
Australian Grand Prix Corporation division manager, brand Lani Evans said the event has undergone a tremendous evolution in recent years, as demand for tickets increases and our audience diversifies.
“With the current contract seeing Melbourne hosting the event until 2037, it was important we reflected our changing demographics and gave ourselves a platform to build on for the future,” Evans said.
“The most iconic events on the Formula 1 calendar have a strong and singular focus. Monaco is exclusivity, Monza is fired up by the Tifosi, Vegas is borne from the city’s indulgence, while Singapore has the night race.”
Bullfrog executive strategy director Mike Doman said Melbourne's dedication to livability and innovation inspired their vision for the Formula 1.
“For Melbourne, it’s everything we love about this liveable city that drives our race experience,” Doman said.
“Our goal was to reflect our city’s commitment to extraordinary and drive to push things right to the edge of what’s possible. Playing a role in defining something as iconic as the Formula 1 Australian Grand Prix for the next decade was a dream come true.”
The new brand commenced rolling out through all marketing, brand behaviours and event design from September this year.
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