Our brief was to launch McLaren Automotive into China through their latest super-car the P1. Although the brand was focussing on super elite clientele a global mandate to increase their fan base with the non-motor-head consumer drove us to focus on social channels.
Bruce McLaren has left behind an ethos of pushing boundaries on & off the track. Every product & achievement has become legendary, creating a legacy for the next to surpass. Formula 1 innovations such as Carbon Fibre Chassis & Active Aerodynamics have resulted in our latest achievement, as we introduce McLaren & the P1 into China.
Digging deep into McLaren’s history & archives we uncovered countless stories and began the arduous task of sorting the into relevant pillars for our communications. These pillars served as the basis to trickle feed content on social channels leading up to and following the launch day.
Counting down the legendary McLaren cars.
Our Pre-Launch film needed to go online long before our major production has commenced, The typical story of the cart before the hourse was overcome by cleverly using existing assets to tell the story of McLaren’s Legendary cars.