Ferrari & Goodwood – Full Throttle Breakfast

Goodwood hired us to improve ROI for its Festival of Speed Partners, particularly OEM partners. With Ferrari, we hatched a plan to showcase the marque’s California T model, which was making a debut at FOS that year.

This involved filming the car on a whistle-stop tour of the Goodwood Estate, with the car driven by World Drift Champion, Mauro Calo. The narrative behind the film showcased the typical English gentrification that envelopes the Goodwood setting for FOS, and we even negotiated the inclusion of Lord March (as he was then) in the video.

The tongue-in-cheek video showed LM’s breakfast being gathered, made and delivered by the ‘unknown’ Ferrari driver by visiting various aspects of the Lord’s own Estate – the ingredients for breakfast were collected from his farm shop, then cooked at the circuit café, his Racing Post collected from the racecourse and then the whole package delivered to his butler outside Goodwood House, all the while showing off the speed and capabilities of the California T.

The result was a video that not only achieved mass coverage, but was used on the big screens as part of the FOS event itself, providing Ferrari with enormous ROI and generating outstanding comments to that effect from the Ferrari UK PR dept.