We were asked to 'humanise' McLaren by creating content that shows the real people and personality behind McLaren. During this time we were also asked to launch multiple new cars, including the incredible P1.
People are bored of Lamborghini, Ferrari and Porsche - they want another breed of sports car, one that is based on technical brilliance and actual performance. Too often, people see a sports car as just a flashy object. We wanted to show how we were technically, but also socially, superior to other carmakers.
Utilise what makes McLaren great: its fans. Create social channels on Facebook, YouTube and Instagram, and create content to populate them, thereby opening up a dialogue with existing and new McLaren fans. This way we can give unparalleled access to sports fans while again showing how McLaren is far more innovative than its competition.