Radical Sportscars have always done things differently. In racing terms; they take their own line.
Radical Sportscars set out 20 years ago to do just that. Our rebrand needed to capture this attitude, evolve the brand and focus on communicating an ‘incomparable racing experience’.
To understand what Radical meant to the drivers of these awesome racing cars our creative director went to a Race Day at the Circuit De Jerez, Spain.
This insightful weekend led to the inspiration for the rebrand. The drivers, including Sir Chris Hoy and Jason Kenny (yes, the Olympians), and the Support Team believe that the Radical Racing experience is second to none. Heart pumping, adrenaline fuelled joy!
This thought led us to the brand proposition that ’Nothing Compares’ to the Radical experience. The identity with the ‘R’ racetrack and the red ‘Race line’ reflects Radical’s maverick spirit, and the uncompromising performance and thrill of the ride. The resulting brand feels premium yet authentic.
See the full case study here.
We are incredibly proud to see our integrated brand campaign for global conservation charity, ZSL go live today across social, cinema and OOH channels. It’s the first brand campaign in the charities 190 year history and The Allotment have developed a big campaign idea, ‘Imagine a world without wildlife’ to help build awareness and donations for ZSL.
Over the last 40 years, 52% of wildlife has been lost and the campaign depicts this shocking loss of wildlife and their habitats over time and how ZSL is working to protect and conserve these precious animals. The campaign has a twist, in that it shows the impact within the context of people’s everyday lives. It was evident from focus groups and research, that although the loss of animals in far reaching parts of the world is terribly sad and shocking, it still felt very detached from the hustle and bustle of people’s daily routines and therefore, people often wouldn’t act or donate.
By bringing the loss of wildlife into an environment people can resonate with, the campaign will have the cut-through and disruption required in a saturated market.
The campaign will use the hashtag #WithWildlife to encourage consumers to share what they would miss in a world without wildlife and to encourage others to ensure we continue to live in a world #WithWildlife.