Lenovo
Race to create
A World-First with Lenovo
We partnered with Lenovo and Formula 1 to deliver a world-first in brand storytelling: a towering projection on London’s Walkie-Talkie skyscraper. Celebrating Lenovo’s multi-year partnership with Formula 1 and the UK’s growing passion for the sport, the activation transformed the city skyline into a stage for innovation. At 525 feet high, bespoke F1 car designs created through the #RaceToCreate platform powered by intel, lit up the building in spectacular fashion. Blending cutting-edge technology, fan creativity, and high-impact visuals, the experience positioned Lenovo at the forefront of creative outdoor media and proved that the sky is not the limit, it’s the stage.
Challenge
Lenovo wanted to amplify its partnership with Formula 1 through a disruptive, unmissable moment in London. The challenge was to combine creativity, technology, and fan engagement in a way that demonstrated Lenovo’s innovation credentials while creating a cultural moment that resonated far beyond race fans.
Solution
Together with Lenovo, we designed an activation that pushed the boundaries of outdoor media:
- Skyline Projection: Full-scale, bespoke F1 liveries lit up the Walkie-Talkie tower, creating a never-before-seen city-wide spectacle.
- Fan-Driven Creativity: Through AR integration and personalised CGI outputs, fans could bring their designs to life, with winning entries projected across London.
- Exclusive VIP Event: On the building’s rooftop, 35 celebrities and influencers including renowned Formula 1 presenter Natalie Pinkham, joined an immersive evening of design, creativity, and city-view celebration.
The result was an activation that merged cultural cachet, advanced technology and audience participation, turning the skyline into an interactive canvas.
Results
21 Million
social reach
126
million earned media impressions
100%
positive sentiment
Race to Create wasn’t just a campaign, it was a cultural moment. Proof that when creativity, technology, and collaboration collide, brands can tell stories that resonate far beyond the screen.
