Chivas Regal turned Brazilian fan messages into a Ferrari race helmet

By Elena Vasquez

A single helmet carried hundreds of Brazilian fan messages into the Ferrari garage at the São Paulo Grand Prix. Actor Chay Suede and the artist Saturno delivered the one-off piece to drivers Lewis Hamilton and Charles Leclerc during the race weekend.

The helmet is the physical output of a Chivas Regal campaign. The Scotch whisky brand, a Scuderia Ferrari HP partner, collected messages from Brazilian fans through a dedicated platform and folded them into the design.

What is written on the helmet?

The surface gathers phrases of support and references to Brazilian culture. Among them:

• "Remember who you are"
• "Lembre-se da sua"
• "Forza Ferrari"
• "Aura farming champions"
• "Once a tifosi, always a tifosi"

The last phrase uses "tifosi", the Italian term for Ferrari's fan base. The stated goal was to convert individual expressions of affection for the team into one collective tribute.

Who built it, and how?

Saturno signed the artwork. His visual language connects contemporary culture from Brazilian urban peripheries with ancestral African representations, and he brought both registers onto the helmet. Bell Helmets, the team's helmet supplier, produced the piece.

Saturno explained the symbolism in a statement: "O capacete tornou-se uma nova tela para mim, reunindo as palavras de torcedores brasileiros com símbolos que remetem à força, à delicadeza e à grandeza que existe dentro de nós. O pavão representa esse equilíbrio, enquanto o dourado dá uma forma física à ideia de grandeza."

In English, he described the helmet as a new canvas that joins Brazilian fans' words with symbols of strength, delicacy and inner greatness, with the peacock representing that balance and the gold giving physical form to the idea of greatness.

Which campaign does it serve?

The work sits inside Chivas Regal's "Lembre-se da sua grandeza" campaign, built on the premise that achievements are constructed collectively. Richard Le Moult, chief marketing officer for Latin America at Pernod Ricard, Chivas' owner, said the initiative aimed to translate the relationship between Brazilian fans and Ferrari into a work of art.

The mechanism is straightforward. A brand collects crowd-sourced sentiment on a platform, commissions an artist with a distinct visual identity, and hands the result to two of the most photographed athletes in motorsport at a home Grand Prix. Each stage generates its own content stream, from fan submissions to the handover moment with Suede, Saturno, Hamilton and Leclerc.

The choice of Saturno matters for the positioning. His work links peripheral Brazilian culture to African ancestral imagery, which lets the campaign claim local cultural depth rather than a generic fan tribute.

For Chivas Regal, the activation tests whether whisky buyers in Latin America respond to Formula 1 fandom as an emotional platform. The brand has not disclosed production numbers or campaign spend. The helmet itself now stands as the campaign's most tangible asset, and its next public placement will show whether the fan-collected messages travel beyond the São Paulo paddock.