THE WHATSAPP FORMULA 1 BUTTON

2024 Cannes Lions Shortlist
As the first official messaging partner of Mercedes-AMG Petronas F1 Team, we needed to find a way to stand out in a sport where every millisecond counts … and is already branded. That’s why, we launched the smallest brand placement in sports history: The WhatsApp F1 Button. Placed on the steering wheel and just 1cm in diameter, WhatsApp turned every team radio communication into an ownable moment for the brand. Any time Sir Lewis Hamilton and George Russel needed fast, secure communication, millions of viewers around the world witnessed the WhatsApp F1 Button in action.