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ASPIRATIONAL LIFESTYLES of the 21st century

are still to be shaped

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If you want to build a ship,

don't drum up people to collect wood

and don't assign them tasks and work,

but rather teach them to long for

the endless immensity of the sea.

Antoine de Saint-Exupéry

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Formula 1 was not essential to our transportation needs.

But in the late 20th century it created a community of yuppies attracted by exhilarating speed, living on the edge, noise, macho-ism, glamour, using high-technology that defied the laws of nature.

Formula 1 also did wonders for a number of brands, mainly cars and cigarettes.

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But in the early 21st century they inspired a lifestyle defined by edgy, anti-conformist youth, expressing a myriad of talents in great outdoor environments.

Extreme sports were not essential to enjoying the outdoors.

Extreme sports also did wonders for one energy drink brand.

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But it aims to create a 21st century lifestyle defined by forward-oriented youth, fascinated by speed, courage, breathtaking geography and ingenious technology that extracts power from the air, with zero environmental impact.

Twenty brands with an irrefutable commitment to sustainability will sponsor the sport, integrating these connotations into their brand.

Skyrace will not be essential to the environment.

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Every year governments use advertising to try and make us live better... Many of these campaigns are made using the

defunct traditional model of advertising. They try to persuade us to behave correctly...

Suppose this sector of advertising were to employ the Subconscious Seduction model... And suppose they did it as

effectively as the commercial brand marketers do.

Dr Robert Heath, University of Bath, author of ’Seducing the Subconscious’

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Find out what we have in mind

Mario Hytten: mh@planetaire.com Tel: +46 31 945023

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