Campaigns: Sport - Reebok races to flag up Hamilton link

Campaign: Lewis Hamilton sponsorship
Client: Reebok
PR team: M&C Saatchi Sport & Entertainment
Timescale: October-November 2008
Budget: £80,000

Reebok wanted to draw attention to its sponsorship of British Formula 1 driver Lewis Hamilton before the last race of the season, in which Hamilton would eventually be crowned World Champion. There was no access to Hamilton and no mention or link could be made to his Formula 1 team or the sport.


Generate coverage for Reebok and its sponsorship of Hamilton.

Strategy and plan

An artist was commissioned to create a giant portrait of Hamilton using remote- controlled cars and tyres rather than a paintbrush. It was custom-built over ten days in a pop-up studio on Regent Street so the public could see it being created, and daily updates were put online. The painting was unveiled four days before the Brazilian Grand Prix, on London's South Bank.

Measurement and evalution

Coverage appeared on BBC Breakfast, London Tonight, Five News, Sky News, the Daily Mirror, The Times and Metro, as well as online and internationally.


Twenty thousand people visited the studio, and an estimated 53,000 visited the painting on the South Bank. The campaign had a ROI of 25:1 and activity stood out from other sponsorship activity.

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