Take a closer look at our elevated partnership announcement with Maaden, including behind-the-scenes insights and details on our new partnership campaign.
Last week, Aston Martin Aramco announced an elevated partnership with Maaden, who now assume a newly developed Principal Partner designation. This is the team's first Principal Partner, marking an exciting chapter in our commercial journey. The elevated partnership builds on the original partnership announcement at the end of last year.
Susan Parker, Vice President, Corporate Communications, said: "The next stage of our partnership with Aston Martin Aramco supports our global growing brand aspirations, ability to reach new and different audiences and help change the perception of the mining industry. We want to continue to highlight and drive Maaden's ongoing transformation, as it aims to attract and retain top talent to drive forward a technology-led generation of mining."
Unearth Your Greatness
Through its partnership, Aston Martin Aramco and Maaden aim to celebrate the greatness that comes from the dedication to craft - both within Formula One and the mining industry.
With the F1 75 launch fast approaching, timing was crucial. "We were working against a tight deadline, aiming to make the announcement ahead of the O2 2025 Livery Launch – so the success of the campaign relied on seamless collaboration and meticulous planning," Susan added.
Unearth your greatness
With the elevated partnership, Maaden wanted to maximise the moment and leverage their partnership to usher in a new era and strengthen their place in the global mining industry. To support this goal, Maaden introduced a new campaign, Unearth Your Greatness, which aims to celebrate the greatness that comes from a dedication to a craft, with a nod to the mining industry.
Harry Poole, Senior Vice President from Maaden's global sports marketing agency Excel Sports Management was an integral part of the campaign planning and creative execution. "Maaden and Aston Martin Aramco share a number of defining characteristics, and we wanted to create something that bridged the gap between the mining and F1 industries.
"In Unearth Your Greatness, we felt that we captured a shared narrative of mastery and craftmanship that resonates with both partners. Whether contributing to Maaden's growth as a global mining leader or competing in the pinnacle of motorsport, greatness requires dedication, belief, and honing a skill, themes that are true to everyone at Aston Martin Aramco and Maaden."
A new dawn
To launch the campaign, the team worked on a hero piece of content titled 'New Dawn', which saw a collaboration between Aston Martin Aramco, Maaden and Excel Sports Management-owned creative agency, Game7.
Rob Bloom, Chief Marketing Officer at Aston Martin Aramco Formula One Team, said: "As a team we pride ourselves on world-class creative content and campaigns. We are delighted to introduce Maaden as our first Principal Partner in a manner that exemplifies the creativity that we strive for, bringing our shared vision to mirror the innovation at the team."
The shoot took place in January, with the aim of capturing assets for launch and beyond.
Rob added: "It was important to all parties to create a launch film that had meaning – and wasn't only about creating a beautiful piece of content but illustrating the partnership that Aston Martin Aramco and Maaden have together, which is based on precision, technology and ambition."
For example, the title 'New Dawn' represents a new era for Maaden, the industry and the partnership, highlighting Maaden's objectives to build towards a fresh perception of mining. Fronted by Fernando Alonso, a true icon of the sport, the film epitomises dedication to craft and an endeavour to embody greatness.
The futuristic garage with scrolling data in the gallery above reflects not only the importance of technology and data to an F1 team but equally Maaden's aim to showcase technology-led change throughout the mining industry.
As well as this, the car accelerating through a tunnel represents the drive towards the future and the precision of F1 racing. And importantly, the desert theme and Saudi landscape represent the Kingdom of Saudi Arabia. "The collaboration on this shoot and wider campaign is just one example of how we work together in the partnership. We are excited for the season to start and looking forward to developing our Unearth Your Greatness campaign – we have some exciting plans in the mix for this season and beyond," finishes Susan Parker.
Behind the scenes with Maaden
See behind the scenes from our shoot with Maaden, and hear from Partner Manager Eliza Brett and Maaden Vice President, Corporate Communications, Susan Parker.
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