VELO are one of the key sponsors of the McLaren Formula 1 team - and needed to bring together the Papaya Army under one banner.

We couldn’t show exhilarating racing moments, or play too much into the motorsports vibe, as that would send the wrong message. Instead, we focused on the superfans: those weird, geeky and fired-up individuals who live their passion for the team every day, sometimes in surprising ways.

So… we created the MOMF (Museum of McLaren Fans): a place where our wild and wacky superfans could share the moments and memorabilia that truly encapsulate their love for the team - from race day badges to papaya wedding dresses.

This was a hybrid activation across social and digital. We launched it with a social competition, giving fans the chance to win tickets by submitting their McLaren memories to the fan museum. We also created targeted mini-documentaries about specific superfans - Simon & Andy - and launched the whole thing as an on-the-ground activation at Silverstone.

It was a tyre-screeching, rubber-burning success, too - with a massive uptick in follower growth for our channels, and hundreds of submissions, which had to be carefully curated into the final MOMF.

Oh - and that’s my voice in the launch video ;)