Formula E | We Are All Drivers

An integrated creative campaign to launch Formula E Racing in Hong Kong and drive ticket sales.

Faced with the challenge of low awareness, TBWA\ and Formula E created the "We are all drivers" campaign to capture the spirit of the city, via racing.

Stories personified by local opinion leaders made the campaign more than just about racing and focused on the cultural values of Hong Kong people.

The campaign also called for positive changes in Hong Kongers' lifestyle. Driven by the commitment of "energy, environment and entertainment", TBWA\ and Formula E Hong Kong sought to promote an eco-friendly, electric and sustainable future.

The approach helped Formula E build its global brand and signature racing event in Hong Kong while also helping to drive the change to an electric future.

Watch the TVC here: