Sergio “Checo” Perez will have “México en la cabeza”, quite literally, for his home race this weekend. The Oracle Red Bull Racing driver will celebrate Mexico by wearing a fan-designed helmet picked by Checo himself from thousands of submitted designs.
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Oracle Red Bull Racing, in partnership with inter.mx and America Móvil (Telcel-Infinitum-Claro), ran the competition México en la Cabeza, which translates to “Mexico in the head” and saw entries from all over the globe. The competition called on fans to embrace everything that embodies Mexican culture to create a unique artwork for Checo, using his helmet as their canvas.
THE CAMPAIGN
Fans worldwide welcomed the challenge from Checo and Oracle Red Bull Racing, inter.mx and America Móvil (Telcel-Infinitum-Claro) to put pen to paper on a design which would bring Mexico to life on track. The excitement amongst fans grew globally as close to 32,000 people downloaded the template, and the call to action saw entries from 68 different countries and led to thousands of new members joining the Team’s fan platform, The Paddock. There was a massive increase in signups from many South American countries, including 63% from Venezuela, 55% from Bolivia and 40% from Ecuador and Guatemala. In Checo’s home country of Mexico, there was a nearly 50% rise in those wanting a chance to win a prized and rare spot on a Formula One driver’s lid.
The designs creatively reflected Checo’s passion for representing his country in the pinnacle of motorsport. The selection process was no mean feat, and the winning design was chosen by Checo, with the help of the Oracle Red Bull Racing Team, Mexican art curator Alfonso Miranda, Carlos Slim Domit, Grupo Carso, Chairman of the Board, Juan Ignacio Casanueva Pérez, CEO and Chairman of the board INTERprotección/inter.mx and Paola Perez.