Heineken 0.0 launches new Formula 1 Australian Grand Prix campaign via Saatchi & Saatchi

As Melbourne gears up to host one of the most exhilarating sporting events on the planet, Heineken 0.0 has launched its new campaign to mark the Formula 1 Heineken Australian Grand Prix via Saatchi & Saatchi Australia.

The campaign is all about celebrating the culture of Melbourne and the F1 race coming back to Melbourne. Spearheaded with the OOH activation in over 55 premium outdoor sites, the campaign is also being activated on-track, in digital, and social.

Separately, there will also be an epic Heineken Pitstop free ticketed event, featuring local live acts NERVO, PNAU (DJ Set) and Client Liaison (DJ Set). The variety of campaign formats nod to the city’s readiness to welcome F1 fans from around Australia and the world.

Created by Saatchi & Saatchi Australia, in partnership with interdisciplinary artist Reko Rennie, the campaign artwork is inspired by the iconic Yarra River and celebrates the vibrancy and inclusivity of Melbourne. It is the first taste of what’s to come from the brand at this year’s event.

Says Willemijn Sneep, country manager Australia, Heineken: “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. 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.”

Says Piero Ruzzene, creative director at Saatchi & Saatchi Australia: “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.”

Renowned for exploring his Aboriginal heritage through contemporary media, Melbourne-based Rennie says: “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.”

To view the work visit the Formula 1 Heineken Australian Grand Prix 2022 from the 7th – 10th April.

Creative Agency: Saatchi & Saatchi Australia
Chief Creative Officer: Mike Spirkovski
Creative Director: Piero Ruzzene
Associate Creative Director: Kerem Sekerci
Senior Copywriter: Mac Wright
Head of Design: Matt Alpass
Designer: Christopher Kamis
Strategy Director: Matt Morgan
Group Account Director: James Tracy-Inglis
Senior Account Director: Fanny Bersagol
Senior Account Manager: Bj Scoular
Senior Integrated Producer: Deb Munro, Greer Macpherson
Integrated Producer: Hayley Sparshott

Heineken Country Manager Australia: Willemijn Sneep
Heineken Brand Manager Australia: Helen Griffiths
Heineken Brand Manager Australia: Kayla Dryden
Heineken Global Sponsorship Manager: Julia George
Heineken Sponsorship Specialist: Veronica Calvi Musini

Animation: Dirty Puppet