JOHNNIE WALKER : STEP INSIDE THE CIRCUIT
Johnnie Walker takes you inside the glamorous world of F1.
Johnnie Walker takes you inside the glamorous world of F1.
We entered into a 5 year partnership with Iris and Johnnie Walker - sponsors of the Vodafone McLaren Mercedes F1 team - to capture the glitz and glamour of life inside the F1 racing circuit. Given exclusive access, we were able to provide intimate insights into the world of Jenson Button, Lewis Hamilton and the rest of the team, both on and off the track.
We created dozens of films for 'Step Inside the Circuit’, Johnnie Walker’s global participation platform, which enabled fans to travel with the drivers to some of the most famous and exciting race locations in the Grand Prix calendar.
We captured content that no race fan had ever seen before. Through these films, we explored the lifestyle of the world’s most in demand Grand Prix drivers, including how they relax and celebrate a job well done, while showcasing the mechanics, the pit-crew, the trainers and all the other people who are integral to the team’s success.
Activated across 40 markets
24% increase in brand equity scores
150 million+ earned views
21% - 69% uplift in sales
