Heineken - F1 and Champions League partnerships
Heineken had just become the official drinks partner of Formula One and wanted to highlight this to fans.
Heineken's main audience is a 'man of the world' who looks for adventure - hence 'Open your world' as a slogan. Heineken drinkers, however, were not what you might typically call F1 fans, who are predominantly 40+ AB1 wine drinkers...
Essentially we needed to take our 'man of the world' and show him another world that he wasn't acquainted with.
We wanted to show the audience what kind of a world and what kind of a life follows the F1 'circus' around, so we created the F1 rookie: through their adventures, you could learn about F1. Essentially we aimed to show people why F1 is more than just a race.
The campaign will have multiple levels of information, from branded video to smaller pieces for social.