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ROOTS. appointed by Wolf Oil to activate WRC Finland

Ahead of the Finnish round of the 2022 World Rally Championship (WRC), we were appointed by Wolf Oil Corporation to support the Wolf Lubricants brand in activating and maximising ROI on their first ever driver sponsorship which focussed on their vision to support young talent by assisting young Finnish driver, Jari Huttunen, in his top-tier WRC1 debut.

WRC Car Wolf Oil Rally Finland

Supplied with a brief for MarComms and commercial consultancy, stakeholder and onsite management of content production at WRC Finland, we got stuck in and over 8 days, successfully turned around the following:

  • Reviewed all current brand assets for the Wolf Lubricants x WRC partnership

  • Established commercial relationships and secured rights to use content

  • Mapped out strategy and briefs to maximise ROI

  • Wrote press material for Wolf Lubricants

  • Handled all stakeholder communications to manage involvement and requirements


Taking a combination of trains, planes and automobiles to reach the remote location, the team landed at the rally’s Finnish base in Lisätty Merkki ahead of the shakedown.


Onsite things got really fun!


Kicking the few days off with a recce of the service area, track and content production location, pinpointing sections for video, photo and branding, and enabling us to coordinate the shots that were needed for the most impact as well as finding the prime location for the Wolf Power Stage Arch (pictured below).



Once done, the onsite ROOTSlers met with the Wolf team and stakeholders to discuss schedule, desired output and requirements over the coming days. Included in the Wolf Lubricants roster were young Finnish driver Jari Huttunen along with rally royalty and Wolf ambassador Marcus Gronhölm who both would be involved in some of the shots for Wolf’s campaign.


Using a combination of close angle, wide angle, drone shots and immersive action shots the team were able to capture some epic footage, interviews and marketing assets, all whilst being sprayed with dust and dirt from the M-Sport Ford Puma Rally1!

WRC Car Wolf Oil Rally Finland

With the content captured, a video reel was quickly turned around by ROOTS. to go out alongside social and athlete comms, supported by our team back in London to ensure Wolf’s social media channels were used to best effect.


We absolutely loved working with the fantastic Wolf team and WRC stakeholders, are super excited to see the final outcome of this project and look forward to sharing more with you in our case study coming soon.

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