/ Challenge

Activating the Formula 1 campaign for the UAE, incorporating launching the world’s most expensive motor sport facility, Yas Marina Circuit.

/ Execution

Develop the creative for the launch and the actual event. We focused our campaign, on key areas in Abu Dhabi – Corniche, Airport, Yas Island etc. to host our brand activations.

We created and built innovative experiential activities for F1 and sponsor brands.

/ Result

A hugely successful opening to a race the world was watching. Entertainment during the race weekend also ensured participants knew Abu Dhabi had arrived in Formula 1.