The Big Machine Music City Grand Prix returned to the streets of Nashville in the only IndyCar race that roars over water and a bridge, while blending the biggest names in racing and music in a three-day festival-style event.
This year, ad agency partner Two by Four and strategic partner New Heartland Group, debuted a multi-channel creative campaign which brings the name of the event to life as music merges with racing. Highlights include a dramatic broadcast spot—shot in black and white—featuring the sounds of an IndyCar played on a guitar.
See broadcast video here:
Two by Four’s creative approach focused on the blending of great music and great racing.
Of course, The Big Machine Music City Grand Prix offers an insane racing lineup—IndyCars, truck racing, night racing, GT racing, antique car racing—arguably the best lineup in the IndyCar series. But it also boasts more than 20+ artists from many different musical genres, on three stages, all weekend. It’s really a terrific event jam packed with way more to do than the three days allows for. Two by Four took an aggressive tone with the creative, emphasizing that this is an event that cannot be missed.
Starting with the brands identity, Two by Four redesigned the look, logo, and website to create a more energetic feel. Then they turned to the brand messaging. The brand broadcast spot accentuates the event name by blending music and racing as guitarists play the sound of an IndyCar shifting through gears, accompanied by a custom music track. With no spoken words, the concept is a perfect blend of both the car racing and music entertainment genres.
Finally, they produced aggressive traffic driving communications in outdoor, social media, radio, and print/posters. Each focused-on reminding consumers that this is not something they want to miss. (The radio was recently listed as a finalist in the Radio Mercury Awards.)
“This has been a great client partnership with everyone on the client and agency sides striving for the best work,” stated David Stevenson, CEO, Two by Four. “Great relationships made for some really terrific, exciting work—everything from a new logo to an aggressive advertising campaign to a new website.”
Creative Credits
Client: Big Machine Music City Grand Prix
Campaign Title: Get Amped: Music City Grand Prix Rebranding
Agency: Two by Four
Agency Location: Chicago, IL, Nashville, TN, San Francisco, CA
Creative Director/s: David Stevenson
Copywriter: David Stevenson and Bill Lindsey
Art Director: David Stevenson and Adam Von Ohlen
Producer/s: Annie Tsikretsis and Amanda Dunal
Corporate Identity Designer: David Stevenson
Web Designer: Melissa Urbanec
Account Director: Angela Drewno,
Account Executive: Palmer Reynolds
Production Company (TV): Dear Jon
EP/Director: Jonathan Singer
Editorial Company: Dear Jon
Editor: Lucy Radtke
Producer: Jonathan Singer
Audio Record, Sound Design & Mix: Bryen Hensley, Noise Floor
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