#Formula 1 #Mexico #Mexico City #McLaren Racing #Velo

Transforming Fan Dreams Into Reality

In an unprecedented collaboration, Velo and the McLaren Mastercard Formula 1 Team have made a significant leap in connecting with their supporters by bringing their dreams to life on the race car. Unveiled in time for the Mexico City Grand Prix, this initiative—dubbed the 'Livery of Dreams'—serves as a canvas that displays the imagination and aspirations of motorsport fans around the world.

A Celebration of Creativity

The project kicks off by inviting adult consumers of Velo and racing enthusiasts to share their most imaginative and original dreams. Social media, group chats, and other digital platforms became vital channels for fans to express their desires, which were later transformed into custom stickers featuring prominently on the McLaren car, as well as on paddock screens and within the garage during the race weekend. This initiative not only enhances the car's appearance but also promotes a sense of community among fans.

As the fans see their dreams immortalized on the McLaren vehicle, those who contributed the most imaginative designs got to experience a VIP weekend at the McLaren Technology Center. Alongside McLaren drivers Lando Norris and Oscar Piastri, these fans participated in various unforgettable activities, ranging from pottery classes to matcha-making sessions. They even had the chance to surprise a fan chat group with personalized voice messages and videos, further deepening their connection with the McLaren team.

Each Sticker Tells a Story

The power of this campaign lies in the personal stories behind each sticker. For instance, one fan’s desire, represented by the phrase “Fan 4 Lyf,” expresses aspirations for matching tattoos with his favorite drivers, while another sticker featuring a jewel-encrusted cap reflects a wish to add sparkle to the McLaren uniform and car. Every single design, from humorous jokes to lifelong ambitions, forms a visual narrative of individuality and creativity, turning the McLaren into a memorable scrapbook of fandom.

For one aspiring photographer named Yasmine, this experience is about to become even more extraordinary. A dedicated McLaren fan, she has been provided an opportunity to document the rich culture and stories of fellow fans throughout the race weekend. Influenced by her father’s passion for motorsport and her mother’s love for photography, Yasmine’s journey exemplifies how motorsport can foster bonds within communities.

Over the course of the weekend, she will be granted exclusive access to the team, capturing moments that highlight the essence of fandom in Mexico City. Her unique insights and experiences will allow her to live the dream that many fans yearn for.

Fostering Community and Connection

Malky Brown, Global Director of Content and Partnerships at BAT, the parent company of Velo, emphasized the importance of this initiative: “Every sticker embodies the unique dream of a true fan, reminding us that fandom is not a one-size-fits-all experience. It is personal, creative, and distinct for each individual.” The movement transcends traditional sponsorship approaches, placing fans at the forefront of the narrative.

Louise McEwen, McLaren Racing’s Director of Marketing, mirrored this sentiment, stating, “The Papaya Family is united by a shared passion for all that our sport offers, and this special decoration places their stories at the heart of the team. By bringing together individual ideas into a collective design, we celebrate our fans’ creativity in one of the most significant motorsport settings.”

For more insight into the Velo x McLaren Mastercard Formula 1 Team campaign 'Live Your Fandom' and the 'Livery of Dreams,' fans are encouraged to check out Velo's Instagram page and the McLaren Racing website.

Note: Participation is restricted to individuals aged 18 and older; this product contains nicotine and is addictive.

About McLaren Racing

Founded in 1963 by iconic driver Bruce McLaren, the team has a rich history in Formula 1 racing. With 23 World Championships to its name, McLaren continues to excel in various racing categories, including the F1 Academy and INDYCAR Series. Committed to sustainability and diversity, McLaren is dedicated to achieving net-zero emissions by 2040.

About BAT

British American Tobacco (BAT) is a global leader in consumer goods focused on transitioning towards a smoke-free future. With a diverse portfolio, BAT prioritizes innovative, sustainable products designed for adult consumers. With aspirations to have one in every two products sold be smoke-free by 2035, BAT is endeavoring to create positive social and environmental impacts throughout its value chain.