Designing a promotional campaign for an all-women team participating in Le Mans, capitalizing on the rising trend of female racers in the prestigious event
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Target Audience: The promotional campaign targets motorsport enthusiasts and Le Mans fans keen on fostering diversity, especially among a younger demographic. It also aims to engage supporters of gender diversity initiatives and those advocating for female athletes in male-dominated sports.
Project Brief
The campaign aims to instill the belief that any woman can excel in sports, with a focus on women in motorsports. Encouraging engagement, a dedicated hashtag encourages individuals to share mirror selfies on social media platforms. Additionally, suite decals will be strategically placed in high-traffic areas frequented by women, such as dressing rooms, amplifying visibility and resonance with the target audience.
#AccelerateWomen
What you need to know about Iron Dames
Kessel Racing's "Iron Dames," an all-women's motorsports team, backed by French driver Deborah Mayer, champions equal opportunities. Partnering with the FIA Women in Motorsport Commission, the initiative, established in 2009, supports women aspiring to roles as drivers, officials, managers, and engineers in motorsport.
What you need to know about Le Mans series
FIA's 24-hour endurance race at Circuit de la Sarthe features 60 cars across 4 categories on an 8.5-mile track. Drivers aim to complete the most laps in 24 hours, swapping with teammates. Le Mans, since 1923, attracts top drivers and manufacturers globally.
