Fan-Fuelled Fabric

6. Digital Experience Kancils [6.4 Data-enhanced creativity]

case board

creative assets

case film

Links:

Product/Service:

Fuels

Client:

Shell Malaysia

Brief:

After nine years, Ferrari F1 drivers Lewis Hamilton and Charles Leclerc were finally returning to Malaysia, reigniting the passion of thousands of local motorsport fans. But while excitement dominated social media, opportunities to get close to the drivers remained notoriously exclusive and limited.As a Ferrari Innovation Partner, Shell wanted to leverage their motorsport partnership, to turn this homecoming into a shared celebration for the drivers and their Malaysian fans.Rather than limiting the experience to a select few, we wanted to find a way for more Malaysians to play a personal role in this historic occasion. One that would bring more fans closer to their drivers.We wanted to turn fan anticipation into meaningful participation by giving Malaysians a chance to leave their mark and welcome back their favourite drivers.

Solution:

Fan-Fuelled Fabric transformed fan comments into the creative foundation of a bespoke piece of wearable art, using audience contributions as more than just engagement metrics. Shell invited Malaysians to contribute their names and well-wishes for Lewis Hamilton and Charles Leclerc, collecting individual expressions to be used as creative material. Over a thousand messages and usernames were distilled into a unique batik-inspired print featuring the hibiscus, Malaysia's national flower. Working with local designer Jeffery Goh of inisaya, this fan-generated content was translformed into two bespoke racing jackets, bringing together digital participation, fashion, motorsport and Malaysian heritage. The jackets were personally presented to Hamilton and Leclerc during an intimate meet-and-greet. The story continued across social media, generating organic demand for a limited public release, now in development.

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