Heineken x F1 2020: Season Opener - Drive in viewing

Client: Heineken

Agency: The Brand Father & M&C Saatchi Sport & Entertainment

Heineken has become synonymous with iconic performances and fan engagement as part of its Formula 1 partnership, but with no fans attending races in 2020, how could we celebrate the official start of the season and connect with fans all over the world over and encourage them to #SocialiseResponsibly?

To toast the F1 2020 season opener, when nobody could attend the race in Austria, we built a custom made F1-car shaped music stage on the Circuit Zandvoort Racetrack in the Netherlands for a livestream DJ performance by Oliver Heldens and the first F1 drive-in experience for selected hospital workers