Drive to Survive
For the Netflix series Drive to Survive, we launched the “350 km/h Campaign” a high-speed promotional concept that put speed and the Formula 1 circuit experience front and center. Our goal was to translate the thrill of the track into bold, immersive creative expressions across multiple media channels.
The activation
One highlight was a radio commercial recorded by a former Formula 1 driver, while actually driving a real F1 car at 350 km/h on the Zandvoort Circuit. The intensity and authenticity of that moment brought the adrenaline of the series straight to the listener.
We also developed a full out-of-home campaign, including large-scale spectaculars and city banners that visually captured the essence of speed.One standout activation was a tram wrapped entirely in Drive to Survive graphics, featuring life-sized Formula 1 cars seamlessly photoshopped along its sides, making it appear as if race cars were flying through the streets of Amsterdam. To make the experience even more tangible, we recreated a Formula 1 pit lane inspired by none other than Red Bull Racing, Max Verstappen’s iconic team at the Museumplein tram stop, right where the branded tram passed by.
In major cities, we placed building-sized banners designed with a clever motion blur illusion, making it look as if the Formula 1 car in the foreground was truly speeding past the buildings behind it. The result was a campaign that didn’t just promote the show, it brought the raw energy, sound, and spectacle of Formula 1 to life, right in the heart of the city.
