Heineken ‘Max Speed’ Case Study

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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