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Jack Daniel’s had just announced their exciting partnership with McLaren Racing.
After a competitive pitch process we were chosen to deliver the general admissions area at the British GP at Silverstone, one of the most anticipated events for Formula 1 fans worldwide.
We developed our experiential concept of an engaging fanzone, with the aim to maximise dwell time and visitor interactivity. Designing playful touchpoints and a comfortable environment to entice fans and encourage them to spend their day at Silverstone with us.
We worked closely with the Jack Daniel’s brand team and Silverstone crew to develop our plans, leveraging experience focused assets to create a memorable brand activation and drive sales.
Our custom container bar became the central focus, with a sought-after top deck for unspoilt views of the action. Refined livery, neon lighting and a custom lightbox bottle ensured brand visibility.
We designed multiple engaging touchpoints from giant scalextric to a replica McLaren race car and live DJs to help build the atmosphere and increase dwell time.
The Fanzone was a huge success attracting tens of thousands over the four days of the British Grand Prix, driving awareness of the partnership and inviting a whole new audience to enjoy Jack Daniel’s.
Our client was so impressed with our creative response that they also engaged us to create their VIP experience at Silverstone.
Following our successful delivery of both activations we were awarded the project for the following year.
Client: Jack Daniel’s | Agency: The Evolve Group