RaceTrac has a One Trac Mind
RaceTrac and agency Digitas combine for the One Trac Mind campaign.
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RaceTrac, in partnership with the Networked Experience agency, Digitas, is launching a new brand campaign that turns everyday convenience store visits into something more powerful.
The campaign titled One Trac Mind centres on a simple idea: when something really hits, people don’t just choose it, they’re pulled back to it. The spots bring that to life, literally, with everyday people being pulled into RaceTrac as they chase their go-to cravings.
Credits
View on- Agency Digitas/New York
- Production Company Departure
- Director Chris Muir
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Credits
View on- Agency Digitas/New York
- Production Company Departure
- Director Chris Muir
- Editing Transform Post
- Post Production Studio Feather
- Audio Post SoundByte
- Music Marmoset Music
- Producer Emily Captino
- HP Rob Tripas
- Creative Director Michael McConnell
- Creative Director/Art Jenny Carbonell
- Senior Art Director Kelly Pullen
- Executive Producer Austen Williams
- Creative Director/Copy Madeline Matysiak
- Senior Copywriter Ben Goren
- Senior Art Director Leah Hale
- Copywriter Mikey Collins
- Executive Producer Luke Lashley
- Line Producer Katy Maravala
- Executive Producer Lucas Markman
- DP David Vollrath
- Editor Jake Swartz
- Assistant Editor Will Clark
- Executive Post Producer John Monroe
- Post Producer Lilo Hulett
- VFX Artist Sean Douglas
- Head of VFX Colin Cunningham
- Producer Bobbi Dedman
- Executive Producer Emily Goldberg
- Colorist Kevin Wu
- Creative Director Julian Van Mil
- Executive Producer Cathy Roberts
- Sound Designer & Audio Mixer Chase Nixon
- Executive Creative Director John Roberts
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Credits
powered by- Agency Digitas/New York
- Production Company Departure
- Director Chris Muir
- Editing Transform Post
- Post Production Studio Feather
- Audio Post SoundByte
- Music Marmoset Music
- Producer Emily Captino
- HP Rob Tripas
- Creative Director Michael McConnell
- Creative Director/Art Jenny Carbonell
- Senior Art Director Kelly Pullen
- Executive Producer Austen Williams
- Creative Director/Copy Madeline Matysiak
- Senior Copywriter Ben Goren
- Senior Art Director Leah Hale
- Copywriter Mikey Collins
- Executive Producer Luke Lashley
- Line Producer Katy Maravala
- Executive Producer Lucas Markman
- DP David Vollrath
- Editor Jake Swartz
- Assistant Editor Will Clark
- Executive Post Producer John Monroe
- Post Producer Lilo Hulett
- VFX Artist Sean Douglas
- Head of VFX Colin Cunningham
- Producer Bobbi Dedman
- Executive Producer Emily Goldberg
- Colorist Kevin Wu
- Creative Director Julian Van Mil
- Executive Producer Cathy Roberts
- Sound Designer & Audio Mixer Chase Nixon
- Executive Creative Director John Roberts
At the centre of the campaign are four cinematic :30s hero spots, each focused on a different craveable moment, from hot food to cool drinks, demonstrating how that pull plays out across a range of everyday occasions. When the world is pulling people in countless directions and options are endless, people gravitate towards the familiar and reliable, making RaceTrac feel impossible to ignore.
It’s a notable shift for a category that typically leans on price and product messaging, with RaceTrac instead tapping into the emotional pull behind loyalty, opting for scale, craft and a more entertainment-driven approach.
The campaign will run across TV, OLV and CTV with :30 hero films, supported by :15 and :06 cutdowns, social-first edits, radio and OOH.
