Sun, Oct 25
Ministry of Sport / Saudi Arabia / 2024Film

Race the Sunset.

A music-driven film for the Ministry of Sport that takes Jeddah's GT race beyond the circuit to the city's streets and port, for a young audience whose idea of GT racing comes from video games, films and music videos.

Brand
Ministry of Sport
Market
Saudi Arabia
Region
Saudi Arabia
Year
2024
Race the Sunset

The challenge

To millennials and Gen Z, the entry says, GT racing 'embodies a rebellious spirit', a view shaped by video games, films and music videos, and its link to street drag racing is undeniable. The film had to tie the race to that youth culture (MUSE).

The idea

Daw brought the event's excitement to the streets of Jeddah, joining Jeddah Corniche Circuit, Jeddah Islamic Port and Jeddah's amateur circuit into 'one race that happens in the whole city', with music carrying the emotion beyond the track (MUSE). The Ministry of Sport posted the film on X with the hashtag #جدة_جي_تي; the first SAL Jeddah GT, with a six-hour Fanatec GT World Challenge Europe race, was held at Jeddah Corniche Circuit on 29 and 30 November 2024 (Okaz).

Case study source: MUSE Creative Awards Source ↗

Awards

Credits

Production
Daw Production house

Related work.

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