2019 Shortlist

Natural Light Beer - Race Resume

Entrant Company: M&C Saatchi Sport & Entertainment

Finalist
  • Most Creative Partnership Without an Athlete or Influencer
Natural Light Beer - Race Resume

How does entry represent “Excellence in Engagement”?

Paint schemes in motorsport can feel tired. Brands have tried (almost) every trick in the book, and sponsorships can feel like wallpaper - especially in NASCAR. Race Resume took a minuscule budget and made a fairly expected opportunity into something that captivated media within and beyond NASCAR. NASCAR has its struggles, yet this idea was targeted at GEN Z and the raw nature of it felt very authentic to the Natural Light consumer and a different segment for the sport to hit. It was a truly great success on a very small budget with limited assets outside of the paint scheme itself.