JACK DANIEL’S x mCLAREN

MELBOURNE F1
OOH & SOCIAL

Design / Copywriting

For the 2025 Melbourne Grand Prix I was briefed on creating OOH to create some buzz for Jack Daniel's and McLaren. The direction was mostly set as Jack Daniel’s and McLaren have a global look, but there was more than enough room to play with layouts, messaging and imagery.

The media plan called for multiple high-visibility placements in and around the city CBD, mostly centered around public transit hubs. The key ‘Cheers to Lando/Oscar’ messaging was evenly locked in using the previous years copy line as it was already approved. The designs took a few iterations on key sites to gauge messaging and imagery placement - making sure it was clear from any viewers view point.

At the back-end of the design, I thought there was an opportunity to reveal the winner if it was a McLaren driver seeing the OOH booking included till the next day. It was a chance to further promote the partnership by changing the moment from a pre-race ‘cheers…good luck’ to the post-race ‘elation of the win’. Going beyond a ‘driver’ wins messaging was vital, so incorporated a message to highlight the celebration moment and for more to come - giving Jack and non-Jack drinkers a reason to celebrate along too.

There was also a small social component to the campaign with some 7 sec sponsored ads placed on Facebook and Instagram to coincide with the OOH. The 3D bottle was already in use and the rest of the design and animation was done by myself.

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