Entrant Company: M&C Saatchi Sport & Entertainment
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.