⁨Live the F1 Life⁩.

⁨Qatar Duty Free, part of Qatar Airways group, is a Founding Partner of the Qatar Grand Prix (The Moodie Davitt Report). M&C Saatchi MENA's task was to link that sponsorship to shopping at the airport through what its entry calls 'the glamorous sophistication of the F1 lifestyle'.⁩

⁨The campaign invited travellers to 'Live the F1 life' across the airport, on more than 180 screens and on social and digital channels, before and during the race, blending the real airport with CGI animation and stills of an AI-generated cast (MUSE entry). The key visual shows a driver in a racing suit and helmet carrying Qatar Duty Free bags past a Dior store. Around it, The Moodie Davitt Report describes a video of a race car zooming through the airport on its screens, a real F1 car near the Lamp Bear, Formula 1 menus in more than ten restaurants and cafés, and influencers in the campaign's tracksuit and helmet handing out gift boxes, from 24 November to 8 December 2024.⁩