Entered by: Velocity Experience

To drive Excess Share of Voice for McLaren around the British Grand Prix in the race for Formula 1’s rapidly growing fanbase, we transformed Trafalgar Square into a two-day, free fan festival that brought the paddock to the people like never before.

We transformed the iconic landmark into a festival of papaya. 37K fans over two days came together (in a 7K capacity space), standing out with incredibly rare access and community atmosphere in a sport that’s almost always experienced through a screen.

Featuring priceless cars, driver appearances, livery reveals, driving simulators, pit-stop challenges, and all-day on-stage programming, this unforgettable racing experience dominated the build-up to the race and exceeded all targets across Share of Voice, attendance, sign-up and NPS.

McLaren Racing Live: London proved that clear strategy, bold design, meticulous execution, and fan-first thinking can turn outdoor spaces into powerful engines for brand impact, both in person and online.