A simple brief: make Reebok he most talked about brand in association with Lewis Hamilton ahead of the final race of the 2008 season where Lewis was due to be crowned World Champion...but with no access to Lewis.

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We took over a disused shop on Regent Street, London and turned it inot an artists studio for a week. During that time we created the worlds largest 'remote controlled car art'. 

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With news crews from all over the globe covering the activity, including the UK, US, Brazil and China, the campaign reached an audience of billions.

Agency: M&C Saatchi Sport & Entertainment

CD: John Parker