ATHENS SHOW RUN PR STUNTS
Turning the city into the announcement.
A series of locally rooted PR activations designed to build awareness, curiosity and momentum ahead of the upcoming Formula 1 Show Run in Athens.
The Formula 1 Show Run should not start on event day. It should start weeks earlier, inside the city itself.
The goal of these activations is to build awareness, curiosity and anticipation for the upcoming Athens Show Run through unexpected public moments that people naturally discover, photograph and share.
Each concept is designed specifically for the Greek market — inspired by local culture, history, media behaviour, transport systems and iconic public spaces.
This is not traditional advertising.
These are large-scale public PR stunts that organically enter people’s everyday lives and quickly become part of public conversation.
People encounter the story naturally:
in the streets,
on social media,
in TV broadcasts,
in newspapers,
through influencers,
through content shared by the public itself.
The strongest part of this approach is that the audience becomes the distribution channel.
People do not just consume the campaign, they actively spread it.
UNEARTED
An archaeological excavation suddenly appears in the heart of Athens.
Instead of uncovering ancient history, archaeologists gradually reveal a McLaren Formula 1 car buried beneath the city.
Day by day, more of the car emerges from the ground, naturally attracting crowds, media attention and social buzz.
The concept creates a striking contrast between Greece’s ancient heritage and the pinnacle of modern engineering — turning the city itself into the announcement of the upcoming Show Run.
allwyn parallel
I see a strong conceptual connection between the “Unearthed” activation and scratch cards.
Just like people scratch away layers searching for luck and discovering what is hidden underneath, this activation reveals something unexpected beneath the surface of the city itself.
Hydra / The Illegal Car
