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Celebrating IMSA at 2019 Rolex Monterey Motorsports Reunion

Celebrating IMSA at 2019 Rolex Monterey Motorsports Reunion

50 years with 5 automotive partners and 100+ images in 1 stunning display

The International Motor Sports Association (IMSA), North America’s premier sports car organization, celebrated its 50th anniversary this year. To mark the occasion, IMSA needed a one-of-a-kind display that answered a detailed and demanding brief. For the Centigrade team, the project started 18 months before the unveiling at the 2019 Rolex Monterey Motorsports Reunion in August. Martin Lilly who organized and coordinated the multi-site project, tells us more.

“This was a case of bringing six IMSA sub-projects into harmony with perfect timing and maximum impact, in keeping with the prestigious branding of the Rolex brand,” Martin said. “It involved contact with multiple car brands and photographers, with creative support from our team in Eindhoven, and client-side implementation here in our American offices.”

Unifying a complex history
The Rolex Monterey Motorsports Reunion is a major event of Monterey Classic Car Week, with 14 race classes and hundreds of classic cars racing to the delight of thousands of race fans. Most years, the organizers selected a single car marque to represent the Reunion, but this year they chose IMSA, which itself plays host to numerous manufacturers. The challenge for Centigrade was to develop a display that combined these multiple car marques into a cohesive and balanced display.

“It had to include bold graphics showing the birth and growth of the IMSA organisation, its races and partners,” Martin said. “Additionally, we had to make space within the paddock display for a number of historical race cars from five different automotive manufacturers.”

A photographic historical jigsaw
Key to the display was the visual journey of IMSA’s half-century in racing, which has been captured by more than 20 photographers down the years. More than 100 photos of various cars were selected for the final display, each of which had to be approved by the original photographer.

“The approval process alone took six months, and then we had to check and treat each image, including artwork supplied by the manufacturers, to ensure there was a consistent flow and style of imagery across the entire display,” Martin said. “Five separate automotive partners were involved, which involved input and feedback about the creative displayed behind each car, so there was a great deal of collaboration to ensure their approvals.”

Bringing it together
The complexity of the process, the detailed planning and multiple stakeholders made this a triumph of timing and input for Centigrade. Working across time zones with approvals and feedback through tight windows and deadlines added an element to the challenge.

“We run an international operation, and our teams on both sides of the Atlantic are finely tuned for this kind of project,” Martin said. “So we are already preparing for the next challenge!”

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In-Car Quiet: New Huntsman collateral for Automotive Acoustics Conference

Huntsman, Polyurethane-based solution provider offers acoustic solutions that deliver performance in automotive noise absorption as well as vibration and harshness (NVH) applications. Centigrade was tasked with developing a range of material to showcase its expertise at this year’s Automotive Acoustics Conference in Switzerland. “We already had a great deal of information and assets from our earlier work with Huntsman, so we were able to turn this project around on a very tight timescale,” said Alyssia Cnudde. “From start to delivery was just a few weeks, with an update of existing assets into a new brochure, leaflets, product advert, stand materials and a key visual highlighting the products.”

Centigrade worked with international delivery schedules and printing partners, as well as stand builders and client approvals, and the project was well received. “The client was pleased at the work we put in to make sure everything was in the right place at the right time,” Alyssia said.

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An eye-catching window into the heart of Axalta

Oris On Tour in Vintage Airstream Trailer

To showcase its rich heritage to new American audiences, premium manufacturer of high-end Swiss timepieces Oris engaged Centigrade for its recent tour in a custom vehicle with its own rich heritage.

“The 1978 Airstream is a cherished piece of American history, and we were delighted to be able to support Oris in combining two iconic traditions into a pop-up experience for its recent tour,” said Camille Yuhn.

As Oris looks to expand its audience, Centigrade felt that this approach was the ideal way to reach the right eyes.

“It is a unique, experiential marketing activation allows the client to educate their audience about their timepieces, build relationships with their regional retailers, current customers and potential buyers, and create sales opportunities by bringing their products directly to the buyer,” Camille said.

Showcasing endless possibilities with Forbo Eternal

Forbo Eternal Vinyl is a flooring system produced in a huge array of colours, textures and designs, with shades and hues that can even be customized and personalized to suit the most specific of tastes. A Centigrade client for many years, Forbo asked us to create a range of materials to showcase the potential of its new range, including sample books and brochures. For Frits Hoogsteden, Client Service Director, it was a chance for Centigrade to shine.

“We have a strong relationship with Forbo, and for this project we were able to work with them to add a movie to the marketing mix for their Eternal range,” Frits explains. The Eternal Day tells the story of an everyday couple’s average day, following them as they go about their lives. It is a snapshot of busy schedules, involving daycare, shopping, working out, working and dining out. “Like every great movie, there is a solid supporting cast,” says Frits. “In this movie, the support is provided by Eternal surfaces, floors and shelves, which we see our couple interact with in some way as they go about their day. The movie was a great way to show the multiple applications of the product in an appealing and accessible way.”

As well as the movie, Centigrade handled the photography for a new brochure and sample book, working with a new Forbo supplier to create the sample book deliverables.

“It was very complex from the very start, building various studio pieces for the photoshoots, making sure the right flooring was in place, and gathering hundreds of photographs, layout and design,” Frits said. “But the team worked well, and the client was delighted with the result.”

Words straight from the heart
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