AI Checking

Client: Alpine

Sexism persists in the sports world, particularly in male-dominated fields like motorsports. Alpine, a French automotive manufacturer, launched the Rac(H)er program in 2022 to achieve 30% female representation in its teams within 5 years. In 2023, they still needed to remind people about the inequality that women face in motorsports and make it clear that there is no reason not to have more female drivers.

We asked Alpine's Twitter followers about their favorite drivers, revealing a notable absence of women in their responses... Leveraging the prominence of artificial intelligence (AI), Alpine launched a campaign on International Women’s Day to challenge skepticism about women in Formula 1. Using AI, we asked why women are absent in F1 and how to bring them to the starting grids. The AI responses aligned with Alpine's long-standing messages on diversity and inclusion, but as we expected, because it was AI, everyone listened…

The campaign reached +997.6K people, with our video garnering 205K views and the tweet becoming the most engaged about Race(H)er with +10K interactions. The campaign, endorsed by motorsport figures like Esteban Ocon, received extensive PR coverage and successfully drew attention to the need for diversity and inclusion in Formula 1.