NASCAR
With America tuning in for nearly 40 weeks of the year, NASCAR on ESPN is one of the largest properties ESPN airs. Broadcasting the entire Nationwide Series, part of the Sprint Cup Series, including all of the Chase. ESPN is required to be one of the biggest authorities on NASCAR. Because of this and the almost nonstop yearly action, NASCAR on ESPN campaigns had to feel authentic, it had to speak to fans and pique the interest of novices alike, and it had to convey to people just what racin' is all about.
Season Launch
When it comes to real emotions, racing runs deep. The visceral joy of speed, our innate love for going fast – NASCAR fans feel a wealth of exhilaration and passion with every flyby, every three-wide photo-finish, every bump and every burnout.
ESPN hears all this loud and clear. We know how the people of NASCAR Nation feel because we’re right there with them throughout the entire 40-week journey. Race after race, start after start, through every wreck and every turn, we’re here for NASCAR fans. We’re here to help them, and here to remind them to “Feel Your Heart Race.”
We created 14 spots that ran throughout the year. Here are some my favorites.
Content is King
After 8 days of shooting and 74 hours of footage, we created a 30 minute documentary entitled "Feel Your Heart Race." It aired on ESPN properties and during race delays. This is the trailer.
Print became poster inserts and captured the visceral nature of the season as it progressed to the championship.
Air freshener was stickied to ad.
This air freshener smells like burnt tire, gasoline and motor oil. Its smells exactly like you would think it would, awful and awesome. (Production on this insert was also awful and awesome.)
Digital executions
Most fans can’t be at all the races, so we created a digital world that connected fans to their favorite drivers. Whether sending your driver some good vibes or seeing the outcome before it ended bringing Nascar to the digital world was key to feeling their heart race no matter where you were.
Make it stand out
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
From conveyor belt races to burn outs in the aisle we had NASCAR on ESPN just about everywhere. Every idea brought that visceral feeling of racing to life whether it was in the store, at a crosswalk or that refreshing smell for your home.