For the start of a new MotoGP™ season, we were asked to come up with an idea for an event in the city of Milan that could attract spectators and generate a strong buzz in terms of social interactions and sharing.

The goal was to draw attention of fans and supporters to Sky Racing Team VR|46 – Valentino Rossi's team with Sky as the main sponsor – in order to raise awareness by celebrating the Italian talent: for the first time the Team deploys 4 riders, two in Moto2 and two in Moto3.

To promote the start of the new MotoGP season, on March 17th a giant closed box was displayed indicating only Sky Racing Team VR|46 and #ilGiocoRicomincia (translation: #theGameRestarts) at San Carlo square in Milan. Its presence was announced with a teaser campaign on social media.

On March 18th, the box was opened revealing the new Sky Racing Team VR|46 motorbike dismantled in singular pieces as if it was a toy model. There was only one space left empty: the one of a pilot that allowed spectators to enter into the box and fill the role of their favourite champion on two wheels. Here they had the chance to literally join the team.

On March 19th, Sky Racing Team VR|46 engineers came from Qatar to assemble the motorbike with the help of fans and spectators, while the event was streamed live on Sky and VR|46 Facebook pages.

On March 17th, a giant closed box was displayed indicating only Sky Racing Team VR|46 and #ilGiocoRicomincia (translation: #theGameRestarts) at San Carlo square in Milan.

Its presence was announced with a teaser campaign on social media.

On March 18th, the box was opened revealing the new Sky Racing Team VR|46 motorbike dismantled in singular pieces as if it was a toy model. There was only one space left empty: the one of a pilot that allowed spectators to enter into the box and fill the role of their favourite champion on two wheels.

On March 19th, Sky Racing Team VR|46 engineers came from Qatar to assemble the motorbike with the help of fans and spectators, while the event was streamed live on Facebook.