Williams Racing’s activation for the release of The King’s Man, in collaboration with 20th Century Studios and MARV, has won the Creative Content of the Year award at the inaugural The Race Media Awards in London on Wednesday, 9th February.
The Race Media Awards, hosted by Rufus Hound, celebrate creative excellence in motorsport PR, marketing and communications.
The partnership between Williams and The King’s Man, which took place at the end of last year, ran over the course of a week with activations in London, New York and Abu Dhabi. Branded Williams show cars were unveiled at the World Premiere in Leicester Square, London, as well as the US Premiere at the MoMa in New York City.
The signature Kingsman style and flair were then brought to the Etihad Airways Abu Dhabi Grand Prix paddock, with both cars running Kingsman logos and former Williams driver George Russell fitted into a bespoke tailored Mr. Porter suit from the film's collection. Over the course of the weekend, several short-form videos for social media were captured featuring George and four Kingsmen models, dressed in black suits, matching bowler hats and branded umbrellas.
James Bower, Commercial Director for Williams Racing said: “I’m delighted to see our activation for The King’s Man receive the Creative Content of the Year award. This partnership with 20th Century Studios and MARV was really exciting for us as a team and a fantastic celebration of British cinema and style through the lens of Formula One. I look forward to collaborating on more projects in the future.”
Claudia Schwarz, Chief Marketing Officer for Williams Racing said: “I’m so proud of the team for their incredible and creative work on this partnership. It was a huge collaborative effort and has delivered great results. This is an exciting start to the year for us, as we continue to move forward and build our vision for a Williams Beyond Racing.”
The Creative Content category recognises creativity, originality and delivery of a concept. Winners were selected by an independent judging panel formed by Ed Maylon, director of content strategy at The Athletic, David Cushnan Head of Content at Leaders in Sport and Geraldine Ingham, Global Category Director Automotive at Facebook.
On the same day that Williams Racing picked up the award, The King’s Man arrived on streaming service Disney+ in the UK and Ireland, Japan and South Korea.
(L-R) Robin Kinsey (Vice President Marketing at The Walt Disney Studios EMEA & UK), James Bower (Williams Racing Commercial Director), Rufus Hound
George Russell arriving at the Abu Dhabi Grand Prix in a bespoke Mr. Porter suit and Kingsmen models
(L-R) Charles Dance, FKA Twigs, Tom Hollander, Matthew Vaughn, Harris Dickinson and Rhys Ifans at The King's Man World Premiere in Leicester Square