The ‘Papel Picado’: Audience Reactivation Campaign
// THE_CHALLENGE
Following the unprecedented disruption of the global pandemic and the enforced pause on live events, the primary commercial objective was to reignite passion and reactivate a dormant fanbase. The challenge was to craft a brand awareness campaign that did not rely on a hard sales pitch, but rather emotionally reconnected with the Mexican audience. We needed to signal the triumphant return of the Grand Prix with an attractive, empathetic message rooted in hope, celebration, and national pride to help the audience leave the difficulties of 2019/2020 behind.
// STRATEGY & EXECUTION
To achieve this deep emotional resonance, I directed a culturally grounded brand awareness campaign leveraging the iconic Mexican visual tradition of ‘Papel Picado’—a universal symbol of celebration and fiesta.
I oversaw the conceptualisation and digital deployment of a suite of visually striking teasers, seamlessly integrating the distinct silhouettes and branding of top F1 constructors (Red Bull, Mercedes, and Ferrari) into the traditional papercraft designs. Deployed broadly across our social and digital ecosystem, these high-impact assets acted as a powerful visual trigger. By pivoting our communication strategy towards community re-engagement and brand affinity rather than immediate ticketing, we successfully cut through the post-pandemic digital noise. This highly shareable, culturally relevant campaign revitalised our audience’s enthusiasm and perfectly set the stage for the highly anticipated return of the ultimate ‘F1ESTA’.