F1 quickly became a global sensation following the series, Drive to Survive, on Netflix. To capitalize, we wanted Red Bull Racing to be gen-z’s favorite team. To recruit this generation to F1, we knew it wasn't through petrol and donuts. So we launched a lovable, enigmatic, self ironic, and weirdly skilled brand character; The Pit Crew.
We debuted our new characters in brand films as well as social in a format called ‘Just Another Day In The Pit’, where we put our athletes undercover in F1 pit crew uniforms, to surprise and delight fans in public with awesome stunts.
Several pieces found virality and they even earned broadcast F1 coverage as well as international earned media. Each episode outperformed Red Bull’s benchmarks across our respective social channels with a total of 130M organic views from the first 4 pieces of content alone. The format is still active today across Red Bull's media footprint.
F1 quickly became a global sensation following the series, Drive to Survive, on Netflix. To capitalize, we wanted Red Bull Racing to be gen-z’s favorite team. To recruit this generation to F1, we knew it wasn't through petrol and donuts. So we launched a lovable, enigmatic, self ironic, and weirdly skilled brand character; The Pit Crew.
We debuted our new characters in brand films as well as social in a format called ‘Just Another Day In The Pit’, where we put our athletes undercover in F1 pit crew uniforms, to surprise and delight fans in public with awesome stunts.
Several pieces found virality and they even earned broadcast F1 coverage as well as international earned media. Each episode outperformed Red Bull’s benchmarks across our respective social channels with a total of 130M organic views from the first 4 pieces of content alone. The format is still active today across Red Bull's media footprint.
F1 quickly became a global sensation following the series, Drive to Survive, on Netflix. To capitalize, we wanted Red Bull Racing to be gen-z’s favorite team. To recruit this generation to F1, we knew it wasn't through petrol and donuts. So we launched a lovable, enigmatic, self ironic, and weirdly skilled brand character; The Pit Crew.
We debuted our new characters in brand films as well as social in a format called ‘Just Another Day In The Pit’, where we put our athletes undercover in F1 pit crew uniforms, to surprise and delight fans in public with awesome stunts.
Several pieces found virality and they even earned broadcast F1 coverage as well as international earned media. Each episode outperformed Red Bull’s benchmarks across our respective social channels with a total of 130M organic views from the first 4 pieces of content alone. The format is still active today across Red Bull's media footprint.
F1 quickly became a global sensation following the series, Drive to Survive, on Netflix. To capitalize, we wanted Red Bull Racing to be gen-z’s favorite team. To recruit this generation to F1, we knew it wasn't through petrol and donuts. So we launched a lovable, enigmatic, self ironic, and weirdly skilled brand character; The Pit Crew.
We debuted our new characters in brand films as well as social in a format called ‘Just Another Day In The Pit’, where we put our athletes undercover in F1 pit crew uniforms, to surprise and delight fans in public with awesome stunts.
Several pieces found virality and they even earned broadcast F1 coverage as well as international earned media. Each episode outperformed Red Bull’s benchmarks across our respective social channels with a total of 130M organic views from the first 4 pieces of content alone. The format is still active today across Red Bull's media footprint.
