Bringing events back to life for PETRONAS’ F1 sponsorship in a post pandemic world

Client brief
Following more than a year of remote and virtual events, PETRONAS wanted to re-ignite its F1 sponsorship by delivering its first in-person activation since the start of the pandemic. Utilising its access to the Mercedes-AMG PETRONAS Formula One Team Drivers and Team Principal, PETRONAS tasked Crunch with creating a COVID-secure event at PETRONAS’ Global Research & Technology Centre in Turin, Italy.

The Mercedes-AMG PETRONAS Formula One Drivers, Lewis Hamilton and Valtteri Bottas, and Team Principal, Toto Wolff, joined PETRONAS senior management for a content capture day on location in Italy.

The safe and successful delivery of the day required extensive planning and preparation including the establishment of comprehensive COVID-19 protocols, specific to the location and client’s requirements, to ensure the safety of all attendees on-site. All on-site personnel were subject to pre-event and on arrival testing with only essential personnel being allowed to attend.

To maximise usage of the talent’s time, bespoke schedules were created for Lewis, Valtteri and Toto alongside dedicated production crews across the day. This enabled Crunch to deliver maximum value for PETRONAS, ensuring the best usage of contractual assets whilst maintaining the highest safety standards.

The day’s output ranged from short pieces to camera and product shoots, to feature-led creative content intended to hero one of PETRONAS’ flagship facilities, products and services. The event also encompassed COVID-safe meet & greets with PETRONAS senior stakeholders, bringing the partnership back together after a long period of absence from race events.

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