Havas Sports & Entertainment
Fueling the passion
Creating a global marketing campaign, we leveraged burn’s passion points of EDM, street art, and action sports within the F1 world, inspiring fans and infusing F1 with youth culture. Developing retail, custom key partner and hospitality programs, this was supported by the creation of the “burnYard” series. A host of events around Grand Prix races which merged the EDM, street art, and F1. To amplify our global burnYard events a robust social media campaign kept fans engaged all season long, truly resetting the standards for F1 socials.
In order for FIFA to recruit new audiences and enhance brand perception, we helped bring the World Cup™ to a high-profile audience through a unique partnership with the number one luxury brand in the world: Louis Vuitton. To attract their target audience, FIFA needed to partner with a luxury brand with a connection to the sports world. Louis Vuitton stood out as a key partner, helping elevate the brand universe and address a new fan base. We offered Louis Vuitton their most beautiful product placement – the brand could associate itself with the iconic FIFA World Cup™ trophy, creating a tailor-made trophy case to be unveiled at each World Cup™ Final. We worked with FIFA to change its protocol for the World Cup™ Final. To present the trophy at different FIFA World Cup Finals, the captain of the former champion team came on the pitch with a Louis Vuitton model – Naomi Campbell and Gisele Bündchen. Overall, this partnership generated €67M media value, was broadcast across 217 countries and carried two World Cup trophy cases.
Chandon wines challenged us to bring the spirit of their brand to life for consumers and press, specifically targetting millennial women. In order to create authentic connections with their audience, we used their passions – fashion, arts and culture, social gaming, and beauty – as context to create the Summer's most anticipated and brag-worthy event.
We brought Napa Valley to New York and made the Chandon American Summer Fête the talk of the town. We infused the brand’s French heritage and innovative American spirit into every aspect of the experience as we transformed New York City’s premier High Line from an urban landscape to a chic getaway. Our exclusive experience generated 2.9M pre-event impressions and 1.8M event impressions, with 461 attendees popping 1,380 bottles of Chandon.
OMEGA’s Speedmaster timepiece was launched in 1957 and its official space legacy started in 1965. Since then, it has been worn on all six lunar landings and earned the nickname “the Moonwatch.” To celebrate its 60th anniversary, we brought our highly crafted, eye-catching Lunar Rover right to the golf course and parked it in a different location each day to generate high visibility. Our moon buggy gave spectators a teaser to the indoor OMEGA experience, creating a photo-worthy moment for golf fans.
As guests entered the retail space, they were welcomed by OMEGA brand ambassadors and golf superstars, Rory McIlroy and Sergio Garcia, on large LED video screens. In a unique photo opportunity, fans could pose with the athletes, who were displayed on the screen via short, interactive clips. The screens also featured branded content, such as the athletes carrying an OMEGA shopping bag or chipping a ball. The Speedmaster Moonwatch product line was on full display inside the space for guests to shop.