To create an online viral ad featuring Hamilton and Kovalainen playing cabbies competing for a fare. The purpose was to raise awareness of the Vodafone sponsorship and drive consumers to take part in an online fantasy ‘Taxi Grand Prix’ competition.

Ignite were awarded the broadcast production work from development through to final delivery of the viral including storyboard development, location and talent sourcing through to capture, edit and final delivery.

The viral received over 950,000 views and the video was rated 5-stars on YouTube.