The Formula 1® Australian Grand Prix has just launched its new Expect Nothing Less campaign for 2025.

Independent agency Bullfrog has revitalised the brand for the upcoming F1 season with a new brand strategy, brand system and campaign.

Collaborating with the Aussie Grand Prix Corporation’s executive and internal creative teams, Bullfrog has executed a dynamic direction with the ambition to build excitement and get fans revved up for the 2025 racing year.

Supercharged by Netflix’s highly popular Drive to Survive series, the fresh creative represents the ongoing evolution of the sport into a cultural phenomenon beyond just the race itself.

Australian Grand Prix Corporation division manager for brand Lani Evans said: “The event has undergone a tremendous evolution in recent years, as demand for tickets increases and our audience diversifies. With the current contract seeing Melbourne hosting the event until 2037, it was important we reflected our changing demographics and gave ourselves a platform to build on for the future.”

Bullfrog executive strategy director Mike Doman also said/: “The most iconic events on the Formula 1® calendar have a strong and singular focus. Monaco is exclusivity, Monza is fired up by the Tifosi, Vegas is borne from the city’s indulgence, while Singapore has the night race.”

“But for Melbourne, it’s everything we love about this liveable city that drives our race experience. Our goal was to reflect our city’s commitment to extraordinary and drive to push things right to the edge of what’s possible,” he said. “Playing a role in defining something as iconic as the Formula 1® Australian Grand Prix for the next decade was a dream come true.” 

The new brand has already started rolling out through all marketing, brand behaviours and event design, with tickets for the 2025 event just gone on sale.

Also, read about Heineken’s previous campaign for the Formula 1 Australian Grand Prix in 2024.