Award: CAMPAIGN CATEGORIES \ C29. Best PR Stunt

How do you win over hardcore F1 purists who inherently despise commercial sponsorships? You don’t act like a brand; you become the fans’ ultimate insider. To conquer mindshare for the Glenfiddich 16YO Aston Martin Limited Edition, we utilized the “Glenfiddich x Aston Martin Formula One Club 1959 pop-up store” as our event vehicle. This zero-budget PR stunt hijacked the pop-up’s mundane midnight load-in of a 1:1 replica car, transforming it into a media-free forbidden zone. By leaking intel exclusively to closed F1 communities and weaponizing a sudden torrential downpour into a cinematic “Wet Race,” this calculated rebellion sparked a massive organic movement. It forced top-tier media to blindly amplify our narrative, subsequently triggering a halo effect that drove sold-out commercial success for the limited edition.