Instead of relying on the standard placement of a sponsor logo, we used the livery as a media channel, wrapping it in bespoke art. Giving the world’s most expensive canvas to an unknown female artist. By using the car as a media channel at the Abu Dhabi Grand Prix in the Middle East, we were able to amplify our message to a more relevant audience.

The last race of the thrilling 2021 F1 season took place in Abu Dhabi.

A male-dominated region and a male dominated sport where opportunities for women are limited.

We wanted to change perceptions and drive change in the region through the power of creativity.

The 2 main objectives of the campaign were to:

Create cultural impact with widespread reach, buzz, and positive sentiment

Drive engagement with Vuse’s core audience

To help make a difference and to drive change in the male-dominated worlds of of F1 and the Middle-East we gave the world’s most expensive canvas - the McLaren F1 car livery - to a female artist from the region.

The collaboration was with Rabab Tantawy (an Egyptian artist based in Dubai) to create a bespoke piece called “We are all one”. The abstract work of art represents themes close to her and her Middle Eastern heritage - the Nubians - an ethnic group from South Egypt who embody values of community, inclusivity and grace.

This was the first time a female artist had ever rebranded an F1 car livery.

All of these innovative firsts helped to break down barriers and inspire the next generation of women in the region.

The idea was to leverage F1 as a unique platform to offer underrepresented creative communities with innovative, exciting opportunities to showcase their work, reinforcing our commitment to bring about positive change through creativity.?

This is a culmination of shared brand purpose and values of Vuse (“unleashing creativity to create positive change”) and McLaren (leading

the charge of D&EI initiatives in the world of motorsport), our audience and our objectives.

The initiative’s key objective was to create a strong cultural impact with a story that resonated with a broad audience. But especially with Vuse’s core audience of creative class who are always looking for interesting opportunities to showcase their work.

The platform made for a powerful avenue to represent individuals and work that was under-celebrated. Given the male-dominated culture of the region, giving this opportunity to a woman made for a stronger and more sincere attempt to fulfil our commitment.

We used McLaren's iconic blue and papaya colours to create something unique. Collaborating with abstract artist Rabab Tantawy to make an original piece of art that celebrated middle eastern culture as well as our brand values: inclusivity and community. The balance and proportion of the design also had to work at 200 miles per hour.

The campaign story was told on the car during the Abu Dhabi Grand Prix as well as in practise and qualifying.

Through 3 in-depth documentaries highlighting the details of the campaign.

The design showcasing Rabab’s work was used in over 100 social posts over a 2 week period including a teaser phase.

After the race the design was auctioned off as an NFT for charity.

The 2 main objectives were to:

Create cultural impact with widespread reach, buzz, and positive sentiment

Drive engagement with Vuse’s core audience

The results demonstrate that the campaign delivered on these objectives.

· 1BN+ ?Total earned reach ?

· 103M ?Broadcast reach ?

· 2.3M+? Paid impressions from Dazed partnership (media and social) ?

· 25M ?Impressions? from paid social

· +95%? Positive sentiment?

· 9%? Engagement rate vs average of 2.4%?

· +380%? Reach?

· Unprecedented follower growth?: 11%, equivalent to combined follower growth of previous 6 months

To drive change in the male-dominated worlds of F1 and the Middle-East, we gave the world’s most expensive canvas to a female artist from the region.

The collaboration was with Rabab Tantawy (an Egyptian artist based in Dubai with only 4.5k Insta followers) to create a bespoke piece called “We are all one” that represents an ethnic group from South Egypt who embody values of community, inclusivity and grace.

This was the first time a female artist had ever rebranded an F1 car livery, helping to break down barriers and inspire the next generation of women in the region.