| Philosophie | As part of this commitment, the official I / AM membership club invites fans to actively get involved in the team. It will give a voice and a platform to all kinds of F1 fans through user-generated stories and behind-the-scenes content, as well as exclusive offers, limited-edition teamwear and once-in-a-lifetime events, competitions and experiences. For AMCF1’s commercial partners, it also acts as a vehicle through which they can activate their partnership stories, tapping into the team’s large, passionate and engaged fanbase. The I / AM platform will also champion worthy causes with shared passions and values. The launch of the I / AM platform at AMCF1’s home Grand Prix included a new campaign film encouraging fans to become part of the I / AM community, as well as multiple activations throughout the preceding week. A celebration of modern, UK-made creativity, these comprised a variety of interactive installations, inspiring speaker sessions and unforgettable food, drink and music moments for AMCF1’s partners, fans, VIP guests and creators. Further localised activations are scheduled at other race weekends across the season. Marketing and communications company Havas UK was appointed AMCF1’s inaugural marketing partner earlier this year, and a number of its agencies collaborated on the I / AM launch. These include Havas CX helia, which developed the platform itself, Havas Studios, which produced the campaign film, ekino, which built the website, and Cake, which developed the Silverstone activations. Havas was also responsible for the March launch of the AMR21, Aston Martin’s first Formula One™ car since 1960. The much-hyped event aimed to shake up the traditional car launch format, with the participation of rapper Santan Dave, American football star Tom Brady and actors Gemma Arterton and Daniel Craig – both of James Bond fame – reflecting its intention to appeal beyond the typical F1 fanbase and into popular culture more generally. |