The Automobile Club de l’Ouest is pulling out all the stops to prepare for the 84th Le Mans 24 Hours, the pinnacle of the FIA World Endurance Championship on 18-19 June. The press conference which announces the 60 cars entered for the Sarthe Classic is the first big step, as it launches the communications and promotion campaign of the event with the unveiling of the poster whose graphics will be part of the 2016 strategy.

The 2016 visual is a complete break with the posters of previous years.
After a tender was sent out to several agencies the new graphic environment of the Le Mans 24 Hours was designed and created by the Parisian agency, BRONX.
The challenge? Breathe new life into this fabulous event to reach an even-wider audience. This demands change, hard-hitting impact, plus consolidation and reaffirmation of its status as a legendary race, a new image to be discovered on and off-line as well as on the 24h-lemans.com site. The brief is to use the force of simplicity to enhance the impact and the emotion.

The attraction of this poster resides in an image on a pure white background with a car shooting star-like across a giant word in red letters that fills the whole space “UNIQUE,” “MAGIC,” “MYTHIQUE”
The hugely emotional look is summed up in a single word on each of the three posters by imaginative communications designed as a triptych. The whole history of the Le Mans 24-Hours race, its legend and what it represents in the collective unconscious provides the decor for the 2016 event. A refined look whose simplicity gives the event its full force. Such a campaign and such a message combining modernity, hard-hitting impact and homage will make a huge splash!
The 2016 campaign is aimed at the fans, but it will also catch the eye of a large number of people from all walks of life; it’s an invitation for them to come and be part of the Le Mans 24-Hours legend.