The Challenge
Leverage Mobil 1’s partnership with the Vodafone McLaren Mercedes F1 Team, which powered Lewis Hamilton to world championship glory
Create conversation about oil and develop a platform for introduction of National Oil Check Week initiative
Raise the profile of the brand within digital motoring media and demonstrate the superior quality of its products
Fan Insight
Sport meets art: Fans love seeing artistic depictions of their sporting heroes
Unusual manner of portrait’s creation and sporting significance of the materials made for perfect water-cooler chat
Creative Solution
Create a portrait of Lewis Hamilton from Mobil 1 oil drained from the engine of his 2008 British Grand Prix-winning car
Identify and commission artist who specialises in creating works of art from used motor oil
Film and photograph project’s progress from Day 1 to completion for online distribution release to coincide with build-up to 2009 British GP
Create 50 x limited edition prints, signed by the artist
The Results
The quality of the finished portrait was beyond all the team’s wildest expectations
As well as the high profile media coverage, the work was warmly received and shared widely by F1 and motor-sport fan communities
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