Natural Light / Race Resume

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Natural Light / Race Resume /

Context

Natural Light was offered the paint scheme for the #37 car driven by Chris Beuscher at the South Point 400 on the Las Vegas Motor Speedway. We needed an idea that would help the brand stand out on TV while connecting with our consumer: college students and recent grads.

Insight

Around September (when the race would take place), a large number of these folks were still struggling to find jobs, and expressing frustration on social media about recruiters not even looking at the resumes they spent so much time working to craft.

Campaign

We invited college grads across the globe to share their resumes, then took one lucky winner and painted it onto the #37 car. The thinking was simple: If you’re having trouble getting your resume seen, try driving it around in 400 circles at 200mph on national television.

Impact

Brian got a job, and Natty got organic feature coverage in ESPN, Bleacher Report, and many more outlets.

Collaborators include Paul Anastasiadis, Samuel Nadell, Daniel Blake, Leon Solimani, and many more.