Heineken ‘Max Speed’

Heineken ‘Max Speed’ Case Study

CANNES LIONS
Shortlist

AWARD YEAR
2026

AWARDED
20 June 2026

SHORTLIST:
Outdoor Lions | C01 (Displays)

CANNES LIONS PREDICTIONS
Judges Pick

IDIDTHAT JUDGE
Neo Mashigo

AWARDED
20 May 2026

JUDGES COMMENT
“Such great engagement. Rather than sitting on the sidelines as branding wallpaper, Heineken becomes an active part of the race experience. Clever, immersive, and effective. Just give them their sweets!”

– Neo Mashigo, Chief Creative Officer of The Up&Up Group

CANNES LIONS PREDICTIONS
Judges Pick

IDIDTHAT JUDGE
Roanna Williams

AWARDED
20 May 2026

JUDGES COMMENT
“A great example of using real-time live data in a smart, creatively effective way. Simple, intriguing and genuinely innovative. It turns F1 sponsorship into something people can experience rather than just see.”

– Roanna Williams, Chief Creative Officer & Co-founder of Boundless

View I DID THAT Cannes Predictions 2026 showcase

WISH I DID THAT
Judge’s Pick

IDIDTHAT JUDGE
Melusi Mhlungu

AWARDED
10 December 2025

JUDGES COMMENT
“Very simple, very lovely. It’s such a smart, fresh use of data to turn what would have been an ordinary sponsorship billboard into a living, real-time experience.”

View WISH I DID THAT showcase

WISH I DID THAT
Judge’s Pick

IDIDTHAT JUDGE
Toni Hughes

AWARDED
10 December 2025

JUDGES COMMENT
“Cool art direction. Simple. Easy. Yay”

View WISH I DID THAT showcase

Most sponsors use data to measure performance. We used it to design a logo.
As an official sponsor of Formula 1, Heineken has access to a powerful but often untapped resource: F1 telemetry data. So instead of treating our sponsorship like a standard logo placement, we asked a simple question: What if the logo behaved like the sport itself?

Introducing: The Max Speed Logo – a data-reactive identity that mimicked Max Verstappen’s speed using real race-day data, so that the whole world could see it the way that he does on the track.

Client/Brand: Heineken
Marketing Team: Bhavna Mistry, Warrick Wyngaard, Alex Drake
CMO: Andrea Quaye

Agency: LePub Johannesburg
Executive Creative Director: Graeme Jenner
Creative Directors: Harry MacKenzie, Clayton Swartz
Chief Creative Officer: Pete Little
Agency Producer: Nicky Furno
Agency Managing Director: Greg Pfuhl
Agency Art Director: Clayton Swartz
Writer: Harry MacKenzie

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