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Context

Context

Following the launch of the Concept AMG GT XX in Affalterbach, AMG brought the celebrations to the British Grand Prix—introducing a bespoke livery on the medical and safety cars, subtle design cues on the W16, driver helmets and suits, and even turning the grid sunset beam orange for a striking moment.

Activation Overview

Activation Overview

Part 1 - ‘Affasterbach’

For the exclusive world premiere of the CONCEPT AMG GT XX, Affalterbach became “Affasterbach” for a day. AMG reimagined its campus as a vibrant concert venue—complete with food stations and a main stage headlined by Alicia Keys, Martin Garrix and Steve Aoki.

The World’s Fastest Family gathered alongside board members, media and partners, joined by George Russell, Kimi Antonelli and Valtteri Bottas, as well as newly announced AMG Ambassador Gabriel Macht. Fans, celebrities and industry leaders from across sport, fashion, music and entertainment filled the crowd; notable guests included Roger Federer, will.i.am and Izabel Goulart.

Before the cover came off, George and Kimi took to the main stage to reflect on their journeys with AMG and their excitement for what’s ahead. Later in the day, they met with AMG’s Top 100 Customers for intimate Q&As.

Activation Overview

Activation Overview

Part 2 – British Grand Prix

Celebrating both the history of Mercedes-Benz as well as the future ahead, AMG brought the CONCEPT AMG GT XX to the starting grid alongside the historic Mercedes-Benz C 111, the W16 and the safety car for a legendary display representing the past, present and future of the brand.

The striking sunset beam orange colour of the concept car was featured across the British Grand Prix weekend on the car livery, both driver helmets and suits, as well as fully wrapping the safety and medical cars for the weekend at Silverstone. The Team also incorporated the colour into the digital realm, giving social posts across the weekend orange accents in a nod to the concept car.

Objectives

Objectives

  • Introducing and highlighting the CONCEPT AMG GT XX, a preview of the first series-production model based on the AMG.EA platform through celebrating the past, present and future of Mercedes-Benz.

  • Positioning Mercedes-AMG as a leader in electric high-performance innovation.

  • Demonstrating the direct transfer of F1 technology into future AMG road cars.

  • Paying tribute to iconic models like the Mercedes C111 with a distinctive sunset beam orange livery.

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