To drive sentiment among American audiences, we paired a star racer of the fastest growing sport in America with a homegrown American treasure: Mercedes Formula 1’s George Russell and NASCAR’s Ryan Blaney.

We launched this first of its kind partnership with a hero film, social content and creator partnerships. The film deviated from typical motorsport partnerships by showing how the racers bonded over their interest off the track: an unexpected love of farming. The execution focused on highlighting the closeness that emerges when you connect over common interests, with WhatsApp being the engine behind that connection.