Using F1 to support Daft Punk promo

French electronic music duo, Daft Punk, collaborated with legendary film director Ridley Scott and the Lotus F1 Team in 2013 to deliver a memorable passion project.

The mission was to harness the power of F1 to promote the French electronic music duo and their upcoming album.

Activations included on-car branding, an appearance by Daft Punk on the Monaco F1 grid and an extensive digital teaser campaign directed and produced by Ridley Scott Associates.

The project proved a success as the exposure that F1 provided helped propel Daft Punk to the top of the music charts and sealed its ‘Random Access Memories’ album’s status as the fastest-selling release in the UK during 2013.