PROTOCOL was appointed as the lead social + creative agency tasked in launching the Singapore Grand Prix’s campaign, in a year where the race was postponed due to the pandemic.
The overarching campaign #SGPReboot, incorporate various digital, social & augmented reality elements.
We kickstarted the campaign by allowing fans to customize their dream F1 ride on Instagram stories via #GIFYourride
From there, we created the first ever AR Night Race where fans took on the challenge of navigating their F1 vehicle across various obstacles via Instagram AR.
The agency also custom designed an F1-themed set of WhatsApp/Telegram stickers based on a vaporwave/cyberpunk concept.
