Lenovo F1
Breaking the boundaries of fan engagement
For brands, activating sponsorships can be a challenge. For Lenovo’s sponsorship of the F1, the challenge was clear: create an activation that hailed both the rush of the sport and the energy of the fans, letting them experience racing in a way that felt bold, authentic, and unmistakably Lenovo.
The Race to Create campaign wasn’t just about brand presence. It was about putting fans in the driver’s seat, transforming them from spectators to participants in a landmark global moment.
Brand Strategy
At the heart of this activation was a commitment to elevate fans from bystanders to co-creators, placing community at the core and spotlighting fresh, tech-driven creativity. For Lenovo, this was about going beyond sponsorship, showing up as a true innovator and championing stories that started with the fans themselves.
Creative Concept
A world-first projection was the driving force, tying together creativity, competition, and spectacle. Fans were invited to design their own custom AI Formula 1 livery. Once created, the designs became tangible through an AR experience and a personalised racing video ready to share. All before London’s skyline was transformed by the best designs projected onto the iconic Walkie Talkie building, visible for miles.
Impact
In the days leading up to the event, the momentum was unmissable. Over 4K livery designs were created and submitted, with thousands of additional fans engaging further to unlock the digital assets. Each entry contributed to building genuine affinity for both F1 and Lenovo, turning a sponsorship into a high-octane celebration of fan culture.
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