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Social Stats

  • 10
    Posts
  • 133M
    Impressions
  • 45M
    Video Views
  • 9K
    Engagement

Context

Context

The ‘Off The Grid’ campaign was developed to support the launch of two new vehicle models for INEOS Automotive - the Station Wagon and the Quartermaster. The film featured both George and Kimi testing out the cars’ distinctive capabilities and performance features in an action-packed and humorous escape from a marketing shoot. The campaign aimed to strengthen the connection between INEOS’ products and the brand story and reinforce brand’s identity and its partnership with the Team by featuring both George and Kimi.

Activation Overview

In the lead-up to the 2025 British Grand Prix, Mercedes-AMG PETRONAS Formula One drivers George Russell and Kimi Antonelli traded tarmac for terrain in an off-road adventure like no other.

Swapping pit lanes for back roads, George took the wheel of a Quartermaster while Kimi headed out in a Grenadier Station Wagon. Leaving the circuit behind, they explored the Grenadier’s capabilities across rugged tracks, muddy water crossings, and uneven ground — the kind of terrain where there’s no run-off zone.

Within minutes, both drivers were confidently handling the off-road challenge, turning fresh-from-the-showroom vehicles into mud-splattered machines built for the wild. All the while, a drone followed from above, capturing every turn, splash, and climb, on the hunt for the drivers.

It was a different kind of drive — off the grid, and off the script.

Objectives

Objectives

The aim of this campaign was to produce high-quality content assets to support the launch of the new Station Wagon and Quartermaster models, highlighting their key features. These assets were used across INEOS social channels to generate excitement, inform target audiences, and contribute to a successful and cohesive launch campaign.

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