Routes Of Inspiration

Routes Of Inspiration


To drive a deeper connection between VUSE and its ‘Creative Class’ audience, we brought together two of VUSE biggest global partnerships from the worlds of music and motorsport. Our Routes of Inspiration content series with renowned drum and bass band, Rudimental, and the McLaren Racing team was the first time that any BAT partnerships had collaborated in one campaign. The series included three episodes of inspiration from Rudimental’s behind the scenes trip to the McLaren Technology Centre, where the band uncovered the many similarities between being part of a globally recognised band and running an F1 team, culminating in a high energy end of season DJ performance, streamed live to thousands as the chequered flag dropped at the Abu Dhabi Grand Prix.


Episode 1



Episode 2



Episode 3


Episode 4: The Live Performance