2016 Formula 1 Singapore Airlines
Singapore Grand Prix Creative Campaign
With the call to action for fans to ‘Ignite the Passion’ within themselves,
this concept seeks to embody the passion and intensity that is the spirit of Formula 1.
In this concept, the use of sparks is used as a metaphor for the ignition of passion.
In the key identity, the design heavily incorporates the visual of sparks,
illuminating the skylines and the speediness of the racecar.
In this pre-entertainment print advertisement,
the key identity is accompanied by key information about the event.
The predominant colours on the print advertisement consists of white and golden orange,
with the golden orange being the one of SIA’s corporate colours.
These two colours were chosen as they were well suited to showcase the brightness of the sparks,
while also providing a good contrast against the black background.
The entertainment print advertisement sees the introduction of the entertainment tagline,
“Ignite Your Adrenaline”. This is in reference to the anticipated excitement that potential buyers will feel
as they look upon the confirmed races and big music acts coming for the event.
Keeping with the theme of sparks, the races and music acts are introduced via angular boxes,
with spark trails designs as the borders. This is accompanied by the italic primary typeface,
providing a complementary alignment for when the whole layout is viewed.
