concept development // art direction // design

The exclusivity of Formula 1 often keeps enthusiasts on the outside, leaving fans with a desire to be part of the action. WhatsApp offers a place where they can connect with each other and their favorite drivers in real-time, no matter where the race is, turning perfect strangers into an engaged global community.

We positioned WhatsApp as the essential platform for Formula 1 fans worldwide, giving them access to one of the most secretive sports right at their fingertips. Our activations drove users to the Mercedes F1 WhatsApp Channel for exclusive behind-the-scenes content and real-time updates, reimagining the role of messaging apps as an essential component of the racing experience.

Our campaign featured a striking projection of a revamped race car emoji on the Empire State Building, live events and content with cultural icons like Toto Wolff and Rauw Alejandro, and a race down 5th Ave with Lewis Hamilton himself—capturing the essence of F1 through adrenaline, spectacle, and shared moments. The content received over 140M views and resulted in more than 2M new Channel followers.