NBC’s primary goal was to create a buzz-worthy digital campaign in the weeks leading up to the Indy 500, connecting fans with the traditions that have earned it the moniker “The Greatest Spectacle in Racing.”
So we turned to those who know the race best — past champions.
We sought to harness Indy’s cultural prominence, excitement and heritage by highlighting what is arguably the most iconic trophy in all of sports – the Borg Warner Trophy, featuring the faces of all past champions sculpted in tiny sterling silver 2” busts.
By leveraging this visually stunning showpiece, we could give voice to the competition, tradition and excitement of the Indy 500 from the mouths of those who know it best – past champion drivers.
We 3D-scanned the faces of some of the sport’s most famous drivers and brought them to life in animated form. This allowed fans, known to rally behind specific drivers and race teams, to enjoy the scripted banter between our animated heroes – while also joining them on the trophy through an augmented reality face filter that recorded a video of them in sterling silver to share on social media ahead of the race.
Our augmented reality campaign not only won time on-air during pre-race broadcast, but it was awarded Best in Show / Digital at the MN AdFed Awards and received two Clio Sports awards for Fan Engagement and Experience/Activation.
