2011
AMERICA'S
CUP
The America’s Cup it’s the oldest trophy in international sport. It is also the name given to the competition for this trophy, which was first contested in 1851. It's a yacht racing sport with Oracle as its biggest sponsor and also the team who currently holds the trophy.
AMERICA'S
CUP
The America’s Cup it’s the oldest trophy in international sport. It is also the name given to the competition for this trophy, which was first contested in 1851. It's a yacht racing sport with Oracle as its biggest sponsor and also the team who currently holds the trophy.
01.
THE PITCH
“I love America’s Cup but it’s fucking boring to watch on TV.” — A fan’s comment.
The Task
Make America’s Cup as well known worldwide as Formula 1 and an exciting new experience to watch and follow online.
01.
THE PITCH
“I love America’s Cup but it’s fucking boring to watch on TV.” — A fan’s comment.
The Task
Make America’s Cup as well known worldwide as Formula 1 and an exciting new experience to watch and follow online.
CREATIVE
PROPOSITION
America’s Cup is not only about sailing and the boats. It's about people and stories. We want to attract all type of supporters – human interest, sporting interest and sailing interest.
The Quest for Glory
34th America’s Cup 2013 – Defending The Cup
CREATIVE
PROPOSITION
America’s Cup is not only about sailing and the boats. It's about people and stories. We want to attract all type of supporters – human interest, sporting interest and sailing interest.
The Quest for Glory
34th America’s Cup 2013 – Defending The Cup
EXECUTION
A story in three acts:
— Setup: Inciting incident / Challengers emerge
— Confrontation: Plot point / Obstacles
— Resolution: Climax / The final ordeals
The journey will be implemented along 3 years when the 34th America's Cup race would take place. This timeframe will allow an extensive marketing campaign for the new America's Cup format.
EXECUTION
A story in three acts:
— Setup: Inciting incident / Challengers emerge
— Confrontation: Plot point / Obstacles
— Resolution: Climax / The final ordeals
The journey will be implemented along 3 years when the 34th America's Cup race would take place. This timeframe will allow an extensive marketing campaign for the new America's Cup format.
THE NEW
AMERICA'S CUP
FORMAT
The fans, supporters and everyone else interested in the America’s Cup will be able to follow the racing from the website with live cameras inside the boats, get data information such as wind speed & direction from the boats and much more. All this data will be available on smart phones and tablets making America’s Cup much more fun and interesting to watch.
THE NEW
AMERICA'S CUP
FORMAT
The fans, supporters and everyone else interested in the America’s Cup will be able to follow the racing from the website with live cameras inside the boats, get data information such as wind speed & direction from the boats and much more. All this data will be available on smart phones and tablets making America’s Cup much more fun and interesting to watch.
Moodboard development
PEOPLES
AND STORIES
The America’s Cup is full of interesting people with stories.
It’s not only about the boats.
PEOPLES
AND STORIES
The America’s Cup is full of interesting people with stories.
It’s not only about the boats.
02.
THE PROJECT
After been nomited the winner agency to create the new experience for America's Cup the actual project started.
02.
THE PROJECT
After been nomited the winner agency to create the new experience for America's Cup the actual project started.
PROBLEM
The America’s Cup is a truly great sporting event. The problem is that those who are into it aren’t served as well as they could be by the TV coverage, and that to those who aren’t into it it doesn’t necessarily appear to be the most interesting sport. Create and revolutionise the new America’s Cup – the new website should be innovative, compelling and groundbreaking, making the 34th America’s Cup the most successful and widely-watched ever.
PROBLEM
The America’s Cup is a truly great sporting event. The problem is that those who are into it aren’t served as well as they could be by the TV coverage, and that to those who aren’t into it it doesn’t necessarily appear to be the most interesting sport. Create and revolutionise the new America’s Cup – the new website should be innovative, compelling and groundbreaking, making the 34th America’s Cup the most successful and widely-watched ever.
SOLUTION
The new America's Cup needs to leverage the personalities of the teams to humanise the overall brand and make it appeal to a new and wider audience. Attracting sailing fans and enthusiasts to truly engage with the buildup, the teams, the technology and the racing. Reposition the competition to appeal to a new audience. Making new potential fans to understand enough, to get interested and to get into it.
SOLUTION
The new America's Cup needs to leverage the personalities of the teams to humanise the overall brand and make it appeal to a new and wider audience. Attracting sailing fans and enthusiasts to truly engage with the buildup, the teams, the technology and the racing. Reposition the competition to appeal to a new audience. Making new potential fans to understand enough, to get interested and to get into it.
DISCOVER THE NEW AMERICA'S CUP
Pure energy / Fast / Exciting / Dynamic / Cutting edge / Leading / Cool / Spectacular / Premium / Refined
DISCOVER THE NEW AMERICA'S CUP
Pure energy / Fast / Exciting / Dynamic / Cutting edge / Leading / Cool / Spectacular / Premium / Refined
RACE TO THE EDGE
This is drama full of epic characters, the pursuit of excellence and a hint of glamour!
RACE TO THE EDGE
This is drama full of epic characters, the pursuit of excellence and a hint of glamour!
RACE TO THE GLORY
The America’s Cup is without a doubt the most difficult trophy in sport to win.
RACE TO THE GLORY
The America’s Cup is without a doubt the most difficult trophy in sport to win.
RESULTS
The project was well executed and helped America's Cup to reposition themselves in their market as leaders of this sport.
RESULTS
The project was well executed and helped America's Cup to reposition themselves in their market as leaders of this sport.
LBI
Creative Director — Simon Gill
Designer — Samuel Viani
Designer — Simon Patel
Creative Team — Thea Hamrém, Emil Rydberg
