RedWorks Hong Kong boosts national pride for Formula 1 in Mainland China
9 June, 2011
— Leading global financial services firm, UBS AG, engaged RedWorks Hong Kong to design and produce the trophies, the trophy display and the uniforms for the grid girls for the 2011 FORMULA 1 UBS CHINESE GRAND PRIX™ in Shanghai.
The trophy design brief required the development of a deeper sense of national pride within China for this exhilarating sport. RedWorks Hong Kong seamlessly partnered with its Shanghai team to work with Mr Shi Sen Bin, the Industrial Arts Master of Shanghai, to produce the winner’s trophy – the Hero’s Goblet. Trophies were designed for the 1st, 2nd and 3rd place drivers as well as the winning Constructor. In less than two months, RedWorks created 16 high-quality trophy designs for UBS to choose from.
“Most Formula 1 trophies are in standard shape and metallic offering, so firstly we wanted to create something unique for 2011 FORMULA 1 UBS CHINESE GRAND PRIX™. The second part of our brief was to raise awareness and interest in China, which we more than accomplished with a trophy that interweaves Chinese culture and history with the winning values of the sport and our Client,” said Jonathan Parker, Managing Director, RedWorks Hong Kong & Regional Vice President of Operations, RedWorks Asia Pacific.
“The three-legged goblet design is reminiscent of the ceremonial cups used by ancient Chinese Emperors to toast statesmen and national heroes. The trophy was crafted using lazurite and cloisonné, and represents power, prestige, recognition and admiration. The UBS logo, racing chevrons and the Shanghai racecourse were skillfully blended into it. These elements are all combined to heighten the awareness of the annual race and the surrounding festivities in China.” About RedWorks
RedWorks is the answer for clients who want to increase marketing efficiency globally without sacrificing quality. RedWorks brings together an extensive network of production and design capabilities into a single global unit, focusing on providing high-quality, cost-effective brand communications in both traditional and digital media. RedWorks numbers 47 offices in 40 countries, combining cost-efficient global hubs with access to a vast group of more than 1,000 talented craftsmen and creatives thus providing our clients value, quality, efficiency and speed-to-market. Press contact:
Corporate Communications Manager, Ogilvy Hong Kong
Tel: +852 2884 8247