To leverage its rights as an official partner of Formula One (F1), Heineken activated around the Australian Grand Prix 2022 in Melbourne through an integrated marketing programme focused around Heineken 0.0 which included a strand supporting the efforts of the Australian Red Cross led by a tie-up with Melbourne artist Reko Rennie to create a contest around a one-off racing helmet unveiled by star Aussie driver Daniel Ricciardo.
Part of the beer brand’s race sponsorship, the helmet – which was signed by both Ricciardo and Reko – was auctioned off to raise funds for the Australian Red Cross and its programme providing humanitarian support to people and communities in Queensland and New South Wales affected by the disastrous 2022 floods.
The outdoor, online and social campaign promoted the cause activation and aimed to encourage fans to participate in the fundraising auction at AirAuctioneer.
Daniel Ricciardo is mentioned on one of the sides of the Heineken adboard at the bridge before Turn 1.#F1 #AusGP #McLarenF1 pic.twitter.com/zPfLX2Yr8T
— Decalspotters (@decalspotters) April 6, 2022
McLaren driver Ricciardo, an eight-time Grand Prix winner, unveiled the helmet, which featured custom artwork inspired by the local Yarra River in a design to celebrate the vibrancy and inclusivity of Melbourne.
Rennie’s design is the centrepiece of a set of works commissioned by Heineken 0.0 for the race which appeared across the race track and at multiple Melbourne locations.
“It’s been more than two years since I’ve been on Australian soil for my home race. It feels quite surreal to finally be in Melbourne again, I’m incredibly excited to get back on the track at Albert Park and give Aussie fans a weekend well worth the wait,” commented Ricciardo. “To be able to mark the occasion in this way with Heineken 0.0 and Reko, a very talented artist, is a gesture I truly appreciate. I’m sure many will love the striking design he’s created for the helmet and will be keen to bid on the special item for a worthy cause.”
“My home-town of Melbourne was my inspiration for the artwork featured on the helmet,” said Reko. “The use of blue and green honours Birrarung (the Yarra River), which holds enormous cultural significance to the original inhabitants and owners of Naarm (Melbourne). The eye-catching colours result in an urban camouflage pattern that celebrates my Aboriginal culture and identity.”
This was just one phase of a multi-channel, multi-strand Heineken 0.0 activation programme which primarily focused on responsible drinking.
New title sponsor for 2022 @Heineken #AusGP #F1 pic.twitter.com/VnIHxbvNUf
— F1 Australian Grand Prix (@ausgrandprix) January 16, 2022
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