Infiniti + Red Bull Racing
Challenge:
Infiniti (the luxury performance arm of Nissan cars) had partnered with the Red Bull Racing F1 team in 2012. For Infiniti, performance wasn’t just about statistics; it was about sensation. They needed a series of print ads to promote their partnership with Red Bull and, at the same time, their brand philosophy.
Solution:
Performance isn’t black and white – cold, clinical technical data transformed into feeling, expresson and colour.
Nissan United, Paris (2012)
Proactive Experiential idea:
Inspired performance live
Infiniti turn real-time performance data into unique artworks, during each Grand Prix.
How it works: During each Grand Prix, real-time performance data is fed into a series of robotic paint guns or light projectors.
Unique to every drive and every circuit: These paint guns and projectors feed on live performance data from the Red Bull racing cars, responding to every gear-change, throttle-blip, DRS deployment and more to turn every drive into a one-of-a kind piece of art.
Shared – live on social media, on flagship digital outdoor screens (e.g. Trafalgar square, Heathrow Airport), at dealerships. Original artworks (created by paint gun) displayed at art galleries.