Smirnoff wanted to be known as the Vodka for everyone, but they were also a major sponsor of a team in one of the most seemingly elitist sports there is, Formula 1. To bring these seemingly opposing things together, we decided to debunk the high-price, VIP, private jet image of F1 and show another side to being fan.

The #beyondthegrid series ran globally with content before during and after each race. It was not only a big hit with fans but garnered attention from the official tv coverage in the UK, Germany and Italy.