Heineken has been the official title sponsor of Formula 1 since 2016. Their main objective is to engage with F1 fans all around the world. But how can you engage with global fans during a worldwide pandemic?

The Brand Father created a global livestream concept that was broadcasted through social channels of Heineken, Formula 1, Red Bull and global DJ Oliver Heldens. To respect the loyal F1 fans all around the world and not come empty-handed, we elevated the livestream by designing a massive F1-car shaped music stage, situated on the circuit. 

We developed a full content strategy to drive awareness and engage with as many fans as possible – before, during and after the livestream. With a little extra help from Dutch hero Max Verstappen and F1 legend David Coulthard, we were able to land this perfectly within the racing community.