Clipsal 500 Adelaide launches new 'Unleash Adrenalin' campaign via Showpony Advertising

Screen Shot 2016-11-02 at 8.27.53 AM.jpgThe new "Unleash Adrenalin" campaign marks a bold new direction for the Clipsal 500 Adelaide.

Says Greg Kavanagh, strategist account director, Showpony: "The Clipsal 500 Adelaide management team were keen for a campaign that would challenge category conventions and position the event to appeal to a new audience.

"While the Supercars are still the beating heart of the Clipsal 500 Adelaide, over the years the event has expanded to include a host of exciting new and emerging motor sports, and we needed this latest campaign to reflect that."

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Says Parris Mesidis, group creative director, Showpony: "The addition of events like the Stadium Super Trucks and the Enduro-X Bikes has seen the Clipsal 500 Adelaide evolve into an absolute beast of a motor sport event. That insight and the decision to move away from the typical montage of track-side footage gave us the freedom to take things into an unexpected space."

Partnering with SA-based animation hot-shop Resin and US-based Audio design outfit, Yessian, the launch spot took over six weeks to create.

Says Mesidis: "The decision to go with Resin for animation was easy. Those guys are world- class and their involvement was fundamental to the bold visual design and animation of our beast.

"It's easy to see when someone is genuinely committed to a creative project, and Yessian were all-in. Their sound design took the spot to a whole new level."

Says Verity Moreland, marketing manager, Clipsal 500 Adelaide: "We wanted to share what the evolved Clipsal 500 is all about with a new audience and lapsed fans who may think they've seen it all before. It's not just for the hard-core race fans, it's a massive, adrenalin-fueled entertainment event that everyone can enjoy."

The campaign will be launched across cinema, TV, digital, radio, press and outdoor with media planning and buying by MEC.

Showpony Advertising is an independently owned agency with offices in Melbourne and Adelaide. Clients include Bridgestone Australia, Yalumba, Adelaide Crows, Adelaide Zoo.

2 Comments

Ben said:

Nice work guys

Moco said:

What was the intention behind miss spelling the Adrenalin word?

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