Vodafone 'Taxi Grand Prix' by Dare Ignite

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To promote its online fantasy racing game, the Taxi Grand Prix, Vodafone is launching a viral film featuring the Formula One stars Lewis Hamilton and Heikki Kovalainen.

Created by Dare in partnership with Ignite, the film aims to reinforce Vodafone’s sponsorship of the McLaren Mercedes team by driving traffic to the Taxi Grand Prix site.

Players can then pick a team of real-life cabbies who race to notch up the same mileage as the Grand Prix drivers.

The action opens on the taxi company Nippy Cars, managed by EastEnders’ Shaun Williamson, aka Barry.

Hamilton and Kovalainen, Barry’s cabbies, are lazing about playing Top Trumps until their boss calls out a job, prompting the pair to race their taxis to the destination.

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Released: 25 June 2009

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Credits

Project name
Vodafone Taxi Grand Prix

Client
Belinda Stevenson, sponsorship manager, Vodafone

Brief
Find a way to make Vodafone’s sponsorship of the McLaren Mercedes team engaging to a wider audience and provide them with a reason to get involved

Copywriter
Fergus Jackson

Art director
Fergus Jackson

Planner
Nathaniel Hill

Media agency
Carat

Production company
Ignite Entertainment

Director
Phil Churchward

Editor
Adam Hutchings

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