2023 has been a landmark year for DHL’s long-standing partnership with Formula 1. With a shared goal of achieving carbon net zero by 2030, the forty-year partnership has fuelled numerous sustainable initiatives. In 2023 however, DHL launched their all-new biofuel truck fleet, designed to make the logistics of the European leg of the Formula 1 race calendar as sustainable as possible. DHL needed to ensure that the impact of the launch matched its effect on the partnership itself. The resulting What Fuels You? campaign reached both DHL’s business leader and consumer audience at scale through a mix of educational and engaging content featuring former F1 drivers, well known presenters, and members of the DHL logistics team. What Fuels You? drove one of the most impactful years of the partnership to date, shining a light on how both brands can work together towards a more environmentally sustainable future, and resonating with both Formula 1 fans and business leaders alike.
