McLaren Formula 1 Team ran their iconic Gulf livery at the 2021 Monaco Grand Prix, and for this campaign, it is making a special comeback. McLaren is dedicating this livery to the fans, new and old. This multi-media campaign includes out of home ads, social content, a custom Instagram filter, and an exclusive VIP gift box.
Roles
Art Director and Copywriter: Caroline Merrell
Out of Home Ads
These large scale OOH ads will be in different cities across the globe where sports are really popular. They will help attract new fans to the sport, and get the old fans excited for the Monaco race where the livery will be run.
Instagram Filter
This Instagram story filter will be geo-tagged to appear as an option for fans who are in the Monaco Paddock Club at the Monaco Grand Prix. They can take a photo or video with the filter and post it to show their support for McLaren Racing.
TikTok and Instagram Video
This ad will be targeted towards fans who follow sports, racing, and F1 accounts. It will be running on both Instagram and TikTok in the weeks leading up to the Monaco Grand Prix.
Instagram Carousel
Paddock Club Gift Box
This gift box includes a card, disposable camera, and mini bottle of Ferrari champagne. It will be given out at the Paddock Club at the Monaco race as a thank you to the fans! They are encouraged to take photos, sip the champagne, and enjoy the Gulf livery.
Out of home ad photography by McLaren Racing
Carousel photography: https://www.autosport.com/f1/news/mclaren-gulf-oil-formula-1-livery-remains-a-one-off-for-now/6516225/
Video: https://www.espn.com/video/clip?id=31456052