Aramco F1 Helmet Design Challenge

Aramco F1 challenged us to create a social activation that would genuinely excite the fanbase. We designed a helmet design competition inviting fans to reimagine Fernando Alonso's race helmet — with the winning design produced by Bell and revealed at an exclusive event.

From social idea to real-world moment

We built the entire campaign mechanism from concept to execution. Fans were invited to submit helmet designs through a dedicated platform, with entries judged on creativity, cultural relevance and visual impact. The winning design was professionally produced by Bell Helmets and revealed at an exclusive event where Alonso personally handed over the prize.

The campaign drove genuine fan participation rather than passive engagement — turning a social idea into a tangible, shareable moment that extended well beyond the digital space.

Alonso delivers the prize

The campaign culminated in an exclusive reveal event. The winning helmet, manufactured by Bell to race-spec standards, was unveiled with Fernando Alonso personally presenting it to the winner. The moment was captured and distributed across Aramco F1's channels, generating significant organic reach and fan engagement.

"We wanted fans to feel like they were part of the team, not just watching from the stands."