The legendary Grand Prix d’Amérique, which takes place every year at the Paris Vincennes racecourse, marks the last stage in the World Harness Racing Championships. The race is broadcast in over 30 countries and attracts some 40,000 spectators.
For the 2019 edition, LaFourmi devised and produced the communications and promotional campaign for an event that generates great enthusiasm from both stakeholders and spectators. The electric atmosphere and excitement created by the sporting challenges and the resulting spectacle were communicated in a concise, immediate, and definitive claim reminiscent of a movie critic: “Survoltés!” (supercharged). Bolstered by an explosive artistic direction, the campaign was advertised en masse across Paris and the Ile de France region, with an intense focus on the social assets of the race.