This pitch-winning idea brought together A-list talent, creators and fans to throw F1 ace Lando Norris an unforgettable 24th birthday party in Vegas. Giving new meaning to the line “It matters where you stay.”


Caught on film by Smuggler’s Henry Alex-Rubin, Lando’s surprise racked up 30,000 likes in under an hour on Instagram.

To make the surprise feel real for fans, we invited them to choose what we sent to his room in a teaser campaign of social films, polls and posts directed by Courtni Poe that reached over 30m by race day - with fans seeing the items they chose arrive at his door.

Making this birthday surprise, Hilton’s biggest campaign EVER. 

Here’s how it all played out:






CREDIT: Senior Creative with WIll MIllner.
CCO: Caroline Pay
Creative Directors: Joe Stamp & Tom Prendergast
Junior Creatives: Beck & Fred

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