How do you stand out in Formula 1 when every car, driver and circuit is already plastered with logos? By swapping pit lanes for printers.
In 2024, Visa returned to global sponsorship with the Visa Cash App Racing Bulls Formula 1 team. The challenge was to show up in a way that felt fresh, human, and culturally relevant – proving that Visa could create more than just visibility, but real fan connection.
Through social listening, Visa’s in-house social studio uncovered a surprising insight: Racing Bulls fans had a strong interest in corporate culture and office-life content. That unexpected overlap between fast cars and desk jobs opened the door to a new kind of creative idea – what if F1 drivers joined the nine-to-five world?
Visa invited drivers Liam Lawson, Isack Hadjar and Rafaela Ferreira to its London HQ to experience their “first day at work”, with Visa employees taking part in the fun. The result was Take Your Driver To Work Day – a playful, episodic social series that turned the quiet F1 summer break into a celebration of fandom, humour and creativity.
By blending data-led insight with cultural storytelling, Visa turned a sponsorship moment into something bigger: a branded entertainment series that fans genuinely wanted to watch, share and talk about.
The campaign brought Visa’s creativity to life, strengthened its cultural relevance and redefined what engaging sponsorship content can look like in Formula 1.
