Martini wanted to bring back the joy and glamour to F1 as a celebration of its long-standing passion for racing, which can be traced back to its founders.
So we created a digital campaign - Martini #JoyOfRacing - where we invited the Spanish artist Kenor to design the helmet that Felipe Massa would wear on the 2017 Belgian GP.
We launched an invitation film on Facebook, Instagram and Twitter announcing the opportunity for one lucky fan to win a one-of-a-kind, hand-painted helmet and a VIP trip to the Belgian GP.
MY ROLE: ECD
CREATIVE DIRECTOR: GRAHAM JENKS
HELMET ILLUSTRATION: EL KENOR
AGENCY: AMV BBDO