Race to Create
The Problem
Lenovo, the global tech partner for Formula 1, wanted to tell the story of their partnership in a new way. The goal was to go beyond a simple sponsorship and create a campaign that showcased how Lenovo's technology powers the speed and innovation of F1, all while generating a massive buzz across the UK.
The Solution
We understood that F1 is a thrilling mix of high-speed action and cutting-edge technology. As part of the team at TBA Group, I helped bring the "Race to Create" campaign to life. This multi-faceted activation was an invitation for fans to become part of the action.
The campaign started with a social media push where fans could design their own F1 car and get a personalised, AI-generated visual of their creation on the track. The best part? The chance to have their design projected onto one of London’s most iconic skyscrapers, the Walkie Talkie building, in a world-first event. This spectacular projection featured fan designs alongside creations from big names like Roman Kemp and Chloe Burrows, making an unforgettable statement. To celebrate the campaign's success, we capped it all off with a star-studded party at the top of The Shard.
The Results
The "Race to Create" campaign raced past all expectations, proving that when you let people be part of the story, the results are phenomenal.
- 100 influential content creators joined the race, amplifying our message far and wide.
- We generated a staggering £10 million in earned media, showcasing the immense impact of the campaign.
- The campaign earned 20 million impressions, solidifying Lenovo's partnership with F1 in the minds of a huge audience.
- We secured national media coverage with a reach of 7.8 million, ensuring the "Race to Create" story was told across the country.
Project Credits
Brand
Lenovo
Platform
Experience Campaign
Industry
Technology
My Role
2D Creative Lead
Agency
TBA Group
Launch Date
July 2025