Heineken Celebrates Melbourne Culture In New Campaign For The Australian F1 Grand Prix

MELBOURNE, AUSTRALIA - 2022/03/28: A Welcome Back Melbourne sign is displayed above the main pit straight. The 2022 Australian Formula One Grand Prix preparations continue at the Albert Park Grand Prix Circuit. (Photo by George Hitchens/SOPA Images/LightRocket via Getty Images)
B&T Magazine
Edited by B&T Magazine

Heineken 0.0 has launched its new “visual symphony” campaign to mark the Formula 1 Heineken Australian Grand Prix, as Melbourne gears up to once again host one of the world’s most exhilarating sports events.

The campaign focuses on celebrating Melbourne’s culture and the Grand Prix’s long-awaited return to the city after two years of COVID restrictions.

The campaign is spearheaded by an OOH activation in over 55 premium outdoor sites, as well as being activated on-track, in digital, and social.

There will also be a Heineken Pitstop free ticketed event, featuring local live acts Nervo, PNAU (DJ Set) and Client Liaison (DJ Set).

The campaigns wide variety of formats nods to Melbourne’s readiness to welcome F1 fans from around Australia and the world.

The campaign artwork was created by Saatchi & Saatchi Australia, in partnership with interdisciplinary artist, Reko Rennie, and is inspired by the iconic Yarra River, as well as the vibrancy and inclusivity of Melbourne.

“Melbourne is returning as the cultural epicenter of Australia and a true global city. As part of our title race sponsorship of the Formula 1, we want to celebrate the diversity of local Australian culture and showcase this to the world stage,” Heineken’s Australian country manager, Willemijn Sneep.

“Partnering with artist Reko Rennie gives us the opportunity to connect local culture to the race, inspired by the Yarra. The result is a visual symphony that will be part of the backdrop at an event that will breathe life and vitality back into a wonderful city that has had to endure so much.”

Saatchi & Saatchi Australia creative director, Piero Ruzzene, added, “Reko is one of our most important artists. His works have been seen and celebrated in both galleries around the globe and on our national icons. When given the chance to showcase both Melbourne and Australia to the world, we were instantly drawn to him.

“We felt like Reko’s work would be a great fit for Heineken 0.0. This artwork he’s produced is instantly iconic and unlike anything the F1® has seen before. We’re all very proud.”

Rennie, who is Melbourne-based and renowned for exploring his Aboriginal heritage through contemporary media, commented, “It’s been great working with Heineken 0.0 on this – I loved the vision and having the chance to bring it to life in my own way.

“The Yarra as the essence of Melbourne was our starting point, along with the twists and turns of the Melbourne circuit. I’ve used blue and green to honour the Birrarung (the Aboriginal Wurundjeri place name for the Yarra), which holds enormous cultural significance to the original inhabitants of Naarm (the Aboriginal Wurundjeri place name for where Melbourne is located).

“I’ve also included some of the eye-catching colours and camouflage patterns that I’ve used regularly in my work. Rather than the traditional idea of camouflage – blending in and hiding – my urban camouflage design is a celebration of my Aboriginal culture and identity.”

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