Title	MCLAREN: ARTURA LAUNCH
Brand	MCLAREN
Product/Service	LIVE CAR LAUNCH
Category	D03. Event Storytelling
Entrant	MEDIA.MONKS London, UNITED KINGDOM
Idea Creation	MEDIA.MONKS London, UNITED KINGDOM
Idea Creation 2	MCLAREN MARKETING Surrey, UNITED KINGDOM
Production	MEDIA.MONKS London, UNITED KINGDOM
Additional Company	CONNECT Wolverhampton, UNITED KINGDOM

Name	Company	Position
XX XX	XX	XX

Background

In February 2021, McLaren launched their all-new hybrid supercar, the Artura – ‘the full force of McLaren’. The culmination of a difficult year (where fans and buyers were locked-down at home), this launch was seen as a critical point at McLaren, showing that the company was focusing on the future. It was also their first 100% virtual car launch, and they wanted an experience that wasn’t just a digital replica of a car show – they were after a live show that surpassed physical car launches and made the most of the digital format.

Describe the creative idea (40% of vote)

In February 2021, McLaren launched their all-new hybrid supercar, the Artura – ‘the full force of McLaren’. The culmination of a difficult year, this was a turning point at McLaren, showing that the company was focusing on the future. It was also their first 100% virtual car launch, and they wanted an experience that wasn’t just a virtual replica of a car show – they wanted to surpass physical car launches and make the most of the digital format. So we created an audiovisual interpretation of the full force(s) of McLaren coming together in a spectacular light and music show set at the McLaren Technology Centre, the very birthplace of the Artura. Science and magic coming together to form the supercar of the future. It was their biggest launch ever and surpassed all client benchmarks. We unleashed the full power of digital.

Describe the execution (40% of vote)

First, we shone a spotlight on the brand with a cinematic heritage walkthrough voiced by CEO Mike Flewitt, laying out the importance of this launch and shifting McLaren’s focus to the future. He touched on key moments in the company’s past and how McLaren Automotive brought F1 engineering to the streets. The walkthrough culminated in a virtual reveal-show, a spectacular audiovisual show teasing the car bit by bit – set in a large zoetrope-like circle of LED totems around the car, staged at McLaren HQ, featuring brand ambassador & race driver Daniel Ricciardo – all done entirely in camera. Visually, the pre-programmed light sequence was an abstract interpretation of the McLaren ‘force’ and the electric power of this hybrid supercar. We played with camera angles and natural reflections on the car itself as well as the lake

List the results (20% of vote)

With over 800,000 people interacting with the campaign and over 40,000 requesting further information, it was McLaren's biggest ever launch, surpassing all benchmarks. We unleashed the full power of digital