Soyang Europe races ahead with Jaguar in Formula E
UK creative communications agency drp has come up with a life-size Formula E race car floor graphic for Jaguar.
The Worcester-based company has joined forces with wide-format print media supplier Soyang Europe on a special project for automotive manufacturer Jaguar Land Rover’s team debut season in electric car-racing series Formula E.
drp was handed a brief to encourage all members of staff at Jaguar Land Rover to get behind the team during the ‘FanBoost’ initiative, which requires fans to vote for drivers to receive awards a temporary boost in power during each ‘ePrix’. The top three drivers that collect the most points benefit from the boost.
For the application, Soyang Europe supplied AlumiGraphics, an aluminium foil-based material that it said offers, “excellent print reproduction, high durability and superb adhesion”. AlumiGraphics is also 100% recyclable that can accept a wide range of solvent, eco-solvent, latex or UV inks.
In addition, AlumiGraphics, printable direct to the surface, does not require any form of lamination and material moulds naturally, without head, to many rough or smooth textured surfaces.
“We really needed to create a huge impact with the whole display concept and the floor graphic of the race car was a really key element in this. Soyang’s AlumiGraphics material was perfect for the job,” drp’s Lee Whitehouse said.
“The whole install was further complemented by additional printed communications material and graphics as well as some very passionate staff who toured key employee sites over the course of a week. Initial analysis has been really positive and the client is thrilled with the activity’s impact.”
David Hunter, sales manager at Soyang Europe added: “drp are an incredibly innovative team and it’s always great to work with them on such creative projects. It’s also particularly rewarding to see ground-breaking products like AlumiGraphics being used in such an artistic way.”
Formula E is widely regarded as one of the fastest growing sports in the motor-sports market. Having officially launched in 2014, the series is currently in its third season, with a total of 12 ePrix events scheduled at ten venues around the world.
Panasonic Jaguar Racing is enjoying its debut season in Formula E this year, with New Zealand’s Mitch Evans and Adam Carroll of Northern Ireland the team’s selected drivers for 2016-17. Carroll finished 12th and 14th in Hong Kong and Marrakesh, respectively, while although Evans was forced to retire in the first race of the season, finished 17th in round two.
Motor-racing is also a prime destination for vehicle wraps, with cars, including those featured in Formula E, featuring designs throughout the season. This year, FESPA is once again paying tribute to the vibrancy within the vehicle wrapping sector with the World Wrap Masters Series.
With a number of qualifying events having already taken place, only a handful remain ahead of the World Wrap Masters Finals at FESPA 2017 in May. Those interested in taking part can still register for the Asia Wrap Masters, Brasil Wrap Masters and European Wrap Masters, in the hope of qualifying for the Finals in Hamburg, Germany.
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