Through its Mighty AllStars arm, designer toys studio Mighty Jaxx was bringing the world its first official Formula 1 (F1) toy collectibles ever, designed by YARMS studio. Power packed with a list of firsts, we set off to create a launch campaign fit for the ground-breaking series.
The first course of action we took was to come up with a campaign line that spoke to the seemingly disparate F1 and collector audiences. Just like how F1 drivers gun for top glory, our strapline alludes to how fans and toy collectors could now #BETHEFIRST to own a piece of motorsport history too. The strapline was also applicable to the collection itself — the limited edition series is the first digitally-enabled collectibles of its kind.
To announce the global launch of the series, we gave a literal twist to the drop model of street culture by showing larger-than-life figurines ‘dropping’ and claiming their spot next to famous landmarks across the world.
Campaign Identity Design
We wanted to create a campaign identity that was visually exciting and dynamic. Taking on the distinctive elements associated with F1 racers and their team liveries, we designed graphics paired with bold typographic treatment that were used throughout the campaign. These were also animated for an energetic boost wherever applicable.
We also crafted eye-catching graphic design composed of the various team colours. Used alongside the driver’s car numbers, these stylised visuals accompanied the featured drivers’ profiles in digital collateral.
Social Media Campaign
As part of the launch, a social campaign was also created to tease and announce the sale of the series. But beyond that, we created conversation starters tied to the 2021 Season races at that time. Posts were also created to increase relevance and talkability, with visuals reflecting on-going grand prix, circuits and playful rivalry.