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Felipe Massa will wear a specially designed helmet at this year's Belgian GP, and one which the Brazilian will then donate to the winner of a contest which just closed.
Italian ad agency BBDO has created a digital campaign for Williams' sponsor Martini to help drive awareness of the brand’s pivotal role and heritage in F1 racing.
The campaign is a celebration of the iconic brand’s long standing passion for racing that it shares with fans, which can be traced back to its founders.
It launched a film last month across Facebook, Instagram and Twitter announcing the opportunity for one lucky fan to win a one-of-a-kind, hand painted helmet designed by contemporary Spanish artist Kenor, as worn by Felipe Massa, and a VIP trip to the Belgian GP.
All fans had to do to be in with a chance of winning was to tell Martini what 'the joy of racing' means to them via the social channels using #JoyOfRacing.
The launch film tracks the journey of the creation of the racing helmet from the inspiration to concept, design and production, highlighting the love and attention that goes into every stage.
Kenor was briefed to create a design that embodies the joy of racing. This design was then transferred to an F1 racing helmet by leading helmet designers JMD.
Check out the video below.
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