Drive to Survive
For the Netflix series Drive to Survive, we launched the “350 km/h Campaign” a high-speed promotional concept that put speed and the Formula 1 circuit experience front and center. Our goal was to translate the thrill of the track into bold, immersive creative expressions across multiple media channels.
The activation
One of the campaign highlights was a radio commercial recorded by a former Formula 1 driver while driving a real F1 car at 350 km/h on the Zandvoort Circuit, bringing the excitement of the series directly to listeners.
Alongside this, we developed a large-scale out-of-home campaign featuring spectacular billboards, city banners, and a fully wrapped Amsterdam tram. To bring the world of Formula 1 into the city, we also transformed the Museumplein tram stop into a pit lane inspired by Red Bull Racing. Together, these activations turned the streets into an extension of the Drive to Survive experience, capturing the speed, energy, and spectacle of Formula 1.
