The idea at a glance:

A pop-up Heineken F1 Racing Team that took the thrill of the Formula One beyond the Racing Track.

THE SET:

We took some of the glamour of the F1 beyond the Brazilian Grand Prix:

Away from the F1 global calendar, to the streets of Rio and Porto Alegre.

THE MESSAGE

Inspired by the message behind the TV Ad featuring David Coulthard, “GREAT PERFORMANCES ARE ALWAYS A TEAM EFFORT”, we handpicked our stars:

THE “UNSUNG HEROES”

Rubens Barrichello and Felipe Massa

8 Constructors World Championships combined.

No tributes.

(Talk about team effort).

And gave them a chance to celebrate their careers in the streets of Brazil, driving a F1 car one last time, facing their home crowd.

Celebrate the champions of Team Effort with a digital campaign support and a final celebration with music attractions and motorsport perfomances.

Social Media Campaign, revealing the Drivers and the Experience

Music festival and motorsport street show in Rio and Porto Alegre. 125,000 people live.

A LIVE AUDIENCE OF OVER 125,000 PEOPLE IN THE SREETS.

OVER 400 MEDIA OUTLETS, INCLUDING RADIOS, TVS, PRINT AND ONLINE HAVE CREATED NEWS FEATURES ABOUT THE HEINEKEN F1 EXPERIENCE.

INCLUDING A LIVE 10 MINUTE STORY AT ESPORTE ESPETACULAR, BRAZIL’S TOP SPORTS TV PROGRAM.

R$ 61,229,385.00 WORTH OF GAINED MEDIA OVER 6 TIMES THE GENERAL INVESTMENT.

AND THE BEST RESULT EVER OF HEINEKEN’S MEDIA AWARENESS AND PERCEPTION IN BRAZIL.