When it comes to brand partnerships, there are few as iconic as Heineken and F1 Racing. To celebrate this legendary alliance, we created a sampling program around the concept of the most integral partnership of race day: the driver and the pit crew.
Client: Heineken 0.0
Agency: Midnight Circus
Role: Creative Director
Category: Experiential
Year: 2023
Building off the success of the previous year’s sampling program, we used 2023 to elevate and evolve the pit crew concept. Accompanied by a photo-worthy Heineken 0.0 branded Lamborghini and following crew van, uniformed brand ambassadors handed out samples on the streets of Montreal and Toronto all race weekend long.
Shell Station Pit Stop
In addition to the sampling on Peel Street, we partnered with several Shell gas stations across the Montreal area to give customers the pit crew treatment with a vehicle detailing and sample experience.
Client: Heineken 0.0
Agency: Midnight Circus
Role: Creative Director
Category: Experiential
Year: 2022
In 2022 we premiered the concept of the Heineken 0.0 Pit Crew. Using this concept we created a sampling program in both Montreal and Toronto over F1 Race Weekend. With such an iconic partnership, we took an approach that highlighted the importance of how both brands work together to create a memorable experience for fans. With brand ambassadors completely decked out in fun branded uniforms and accompanied with sampling carts and backpacks, we sampled a whopping 135,500 cans over the weekend across both cities.
The Ultimate Viewing Party at RendezViews
We invited race fans to cross the finish line and grab a cold can of Heineken in a complete brand takeover at the scenic RendezViews patio in downtown Toronto. Here fans got to experience race day on a massive screen with the best seats in the city.
