Natural Light:
Race Car Resume

• Concept

  When Natural Light was offered the opportunity to create a branded paint scheme for the #37 car driven by Chris Beuscher at the South Point 400 on the Las Vegas Motor Speedway in September, we needed a creative idea that would help the brand stand out on TV against bigger brands while connecting with our consumer: 21+ college students and recent graduates.

  We started with a relevant contextual insight – around this time of year, a large number of our folks are in the process of struggling to get their resumes looked at by recruiters, making it difficult to find their first job out of college.

  So, we invited college grads across the country to share their resumes with us, took one lucky winner, painted their resume straight onto the #37 car, and had Chris Buescher drive it around in 400 circles at 200mph on national television. The contest itself saw over 1,000 applicants submit their resumes… and our lucky winner was hired shortly thereafter.

• Services

  Insights
  Creative Strategy
  ATL
  Stunt OOH
  PR Strategy
  Media Relations

• Team

  Chris Beauscher

• Discipline

  Lifestyle
  Sport