The Challenge
We were invited to present a new direction for McLaren’s engagement as part of a competitive pitch.
Our Approach
McLaren make amazing cars, but there is a preconception that, when compared to the Italian heritage marques, the brand can seem very clinical.
Technically brilliant, perfect performance, but missing ‘soul’. Considering that this entire brand is a labour of love, of one man’s passion for racing taken up by a band of engineers, racers and experts who have gone through hell for every fraction of a second, we knew that wasn’t true – but how do you communicate the soul of McLaren?
By bringing the human back. This led to the “This machine breathes“ proposition.
A heart is more than just a pump. A machine is more than the collection of its parts.
The campaign set a futuristic, anarchic tone with hidden symbols and graffiti – setting forth ‘This machine breathes’ as a rallying cry from a humanity that was crying out for real experiences and emotions.
