Concept • Development • Creative Direction • Production • Design • Execution
Mercedes-Benz wanted to capture the passion and spirit of fans and become the focus of conversation during the Monza Italian GP F1. Custom emojis were created for each pilot, Hamilton and Rosberg, to correspond with their own hashtags #GoNICO and #GoLewis to engage fans and encourage them to show their support for team #GOMB, the hashtag that kept Mercedes-Benz at the center of excitement. Masks were created of each emoji that were spread in the circuit or printable at home for supporters to share selfies, bridging digital and the real world. Mercedes-Benz dominated worldwide social conversations overtaking Ferrari on its own turf. The drivers’ emojis reached 201 million impressions worldwide on Twitter and were trending topics in Italy, France and UK.