MAX SPEED

Heineken’ /lESENTS SORTING POINT. 00 As an official sponsor of Formula 1, Heineken had access to one of the sport’s most powerful assets: live F1 telemetry data. Instead of treating this data as something to analyse after the race, we asked a simple question: What if our logo behaved like the sport itself? So that Heineken’s identity could move at the speed of Formula 1 and respond to it in real time. WEA Introducing: The Max Speed billboard - a data-reactive identity that mimicked Max Verstappen’s speed using race-day data, so that the whole world could see it the way that he does on the track. HECUTION A data-reactive identity driven by Max Verstappen’s live race telemetry, pulled directly from Formula 1 APIs. Using real-time speed data, the logo dynamically adjusted its motion and velocity as the race was happening. During live race moments, the artwork reacted in real time, allowing the world to see our brand the way Max experiences the race on track. To scale the idea beyond a single moment, we used race data from multiple Grand Prix circuits to create a system of static and motion artworks with each one uniquely shaped by the speeds of that specific track. These responsive identities were rolled out across billboards nationwide, turning Max’s speed into a visible, evolving sponsorship asset. 54 MILLION wn #2 oi —$_—_—_—_————— re er BI mo