A global launch at the region's biggest race, bringing together creativity and racing, debuting the global Vuse vape brand for the first time while letting local creators know the brand is here to supercharge their careers.
To launch the vape brand Vuse at the Abu Dhabi Grand Prix. How? By becoming the hottest and most disruptive event at F1.
Marry the world of race with the Vuse DNA of empowering creativity, through a supercharged mix of historic collaborations on the livery design of the collab combined with local art galleries, housed in our party yacht, connecting local creators with global F1.
An actual F1 take-over where visitors became part of 'the creative state' a movement that left attendees wanting more creativity while those that missed the boat learned the true definition of FOMO.
Not just once:
Because of the impact of year 1, we repeated and expanded the activation over the years, becoming a staple in the F1 nightlife scene, including an annual takeover of nightlife hotspot Iris, a glittering series of car livery-reveals, and of course the fully fitted yacht experience for guests, with local art, graffiti, music, activations, installations, fashion and other activations coming together with flavor, product trial, and world-class talent.
Results + impact:
Abu Dhabi F1 was never quite the same after the invasion of the Creative State, launching the Vuse brand to the world. Some stats from year 1 of the iconic activation series alone: