From Rock to Racetrack

Ma'aden and the Aston Martin Aramco Formula One team put a bespoke Ma'aden livery on the car for the Monaco Grand Prix, as the centrepiece of a campaign tracing the metals and minerals Ma'aden mines into the components used in racing, technology and infrastructure. CEO Bob Wilt framed it as an argument aimed at the next generation of engineers and geologists.

The brief

Young people who might become engineers and geologists, shown where a Saudi miner's metals end up.

The idea

Ma'aden gave the Aston Martin Aramco car a colour-shifting iridescent livery for Monaco, revealed in a film of the car emerging from rock, and carried it onto driver suits and mechanics' kit.

What to borrow

A livery that visibly changes colour turns a sponsor's story of transformation into something cameras capture on every lap.

Brand	MA'ADEN
Agency	Not named on the source
Talent	Not named
Channels	on-ground, digital, social
Source	Ma'aden