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.
Click here to subscribe to our print edition!
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.
THE WINNING DESIGN
The victor was 22-year-old Karla Lozano from San Nicolás de los Garza, Nuevo Leon, Mexico, who submitted a spectacular colourful design featuring symbols and representations of Mexico, a design which pieces together the country’s history and art and celebrates its rich culture. Karla’s main inspiration behind the design was alebrijes: brightly coloured Mexican folk art sculptures that represent the country’s beauty, mystery, and magic. These include grecas and Zapotec symbols, each with a meaning behind each of them, such as protection, happiness and work. The top of the helmet features a Xoloitzcuintle at the centre of the design, a culturally significant symbol in Mexico. Above this reads Checo’s signature mantra, “Never Give Up”, sitting right below his number 11.
To bring the party and show the incredible celebratory atmosphere at the Mexican Grand Prix, pinata elements are included around the front and rear of the helmet. These vivid and vibrant colours represent the colourfulness of Mexico, and the two stripes of green and red allude to the country’s flag as a reference to the state of Jalisco (where Checo was born); some agaves were added, a slight nod to Mexico’s signature drink.
Six-time Grand Prix winner Checo Perez says:
When I saw Karla’s design, I knew I had to have it on my helmet for Mexico. It is excellent that the Team can connect with fans in the way we do here and give them opportunities like this. It was tricky to decide because the entries were so solid and exciting. We asked people to embrace my home country in their designs, and they did. It was extraordinary to see what our culture means to them. Karla’s art was the one that brought it all together for me and showed Mexico in such a perfect way. There are so many little details, and the colours are unique. I always have México en la Cabeza, but this week, I will proudly show it with this particular helmet. I don’t think the pitlane has seen a helmet like this before!
Karla Lozano, a competition winner from Nuevo Leon, Mexico, says:
When I found out I had won the competition, I first told my family. I couldn’t stop smiling; knowing that millions would see my designs of people is unbelievable and has filled me with happiness and pride. We are all rooting for Checo for the victory, and it is an honour to say that he wore the helmet I designed at the Mexican Grand Prix. The competition has been a great opportunity, combining two things I am passionate about, and it has helped make me and other fans feel closer than ever to Formula 1.
Marcela Velasco Cámara, América Móvil Chief Marketing Officer, says:
Checo and América Móvil share fundamental values, such as a deep love for Mexico, which he has taken worldwide at top speed and with great tenacity. We are delighted that his helmet design for the Mexican GP represents not only that love for the country but also a recognition of our talent in our nation, as the winning design is of Mexican origin. At América Móvil, together with Sergio, we work to enable a better world.
Gabriela Gutiérrez, Chief Marketing Officer INTERprotección/inter.mx says:
At inter.mx, we have supported Checo since the beginning and have grown and evolved together. Seeing our logo on the helmet of the best Mexican driver of all time fills us with pride. We have always raced with Checo, but this helmet is even more special as he will run with all of México en la cabeza.
The winning helmet was unveiled at a media event today held in Mexico City. The Team is further uniquely activating this campaign, bringing F1 closer to the people on the streets of Mexico – keep your eyes peeled on Oracle Red Bull Racing socials for more…
