2013 – Lotus F1 Team seems to be the team in the Paddock this year claiming the cool label, with Columbia Records promoting Daft Punk’s “Get Lucky” summer anthem at the Monaco Grand Prix; and now one of the most inventive sponsorship activation campaigns so far this year.
Lotus sponsor burn (Coca-Cola’s energy drink) has created an innovative showcase for the brand involving the team, culminating in an event, burn Yard™ to coincide with the Hungarian Grand Prix (July 26-28).
Auto Race Sponsor totally agrees with Prinz M. Pinakatt, Global Director Sports & Entertainment Marketing, The Coca-Cola Company who said: “It was our aim to break the conventions of traditional F1 sponsorship, nurture new talent and inspire others.”
burn Yard™ is a fusion of sport, art and music with a collaboration of DJs, street artists, world-class action sports athletes and Lotus F1‘s Kimi Räikkönen to form a cross-culture collective showcased at burn Yard™ Live on July 26, 2013. Housed in an ex-industrial building in the city, the theme of burn Yard™ Live will be to bring a new creative energy to discarded and obsolete objects and make them beautiful again. Transforming the space through sculpture and street art, burn Yard™ Live will bring a new lease of life to the abandoned building, climaxing in performances from some of world’s most sought after DJs. At the event, superstar Swedish DJ Avicii and Kimi Räikkönen will be creating on a groundbreaking new track incorporating the passion of F1.
Ahead of the event, burn began promoting the collaboration of Lotus with Polish steet artist M-CIty at the Spanish Grand Prix in May, where he spray-painted race-themed work live in Barcelona’s Circuit de Catalunya paddock, watched by Kimi Räikkönen and Romain Grosjean who then signed it, then it became a unique installation in their garage over the race weekend and will be auctioned off for the charity Peace One Day later in the year.
“It looks cool,” said Raikkonen of his work. “And it fits perfectly with the team’s philosophy of being that extra bit creative.”
M-City took his inspiration for the artwork from the mechanic, design and energy of the sport. Using his trademark intricate stenciling technique and monochrome palette, he visually reinterpreted the F1 tracks of Barcelona, Budapest and Brazil.