For this activation, Einhell created a world in which George traded his steering wheel for hedge trimmers and lawnmowers and humorously showed that high performance and the right technique go far beyond the racetrack and can be replicated in the comfort of one's own home.
The idea, paired with George’s playful and comedic nature, helped the campaign to go viral across the F1 community and beyond, achieving impressive reach across TV, PR and social channels. The campaign was also mentioned twice on live Sky Sports F1 coverage, showing behind-the-scenes images from the shoot to an audience of millions of viewers.