Johnnie Walker Black Label launched an exceptional series of online vignettes in 2011 in support of its partnership with the Vodafone McLaren Mercedes F1 team. The brand partnered with Just Marketing International to create a "Step Inside the Circuit" series that provides fans with an intimate perspective of the lives of Lewis Hamilton, Jenson Button, and their respective teams on and off the track.
The video series is very unique in that it was shot in black and white (correspondign with the Johnnie Walker Black Label brand) and it truly portrays the personalities and viewpoints of both Hamilton and Button. The "Step Inside the Circuit" series has been gradually released throughout the 2011 season after filming took place behind-the-sceness during 2010.
The brand is supporting the launch of the "Step Inside the Circuit" series with limited edition product packaging offering fans a chance to win unique motorsports experiences and prizes and are leveraging a tab on the brand's official Facebook page to drive awareness and buzz online.
Check out a few videos from the campaign below: