Coca-Cola is a long-time sponsor of NASCAR. In the past they had set the bar for fan experiences at the races. When other brands copied them, Coca-Cola would once again reinvent the experience. 

In 2014 we were tasked with re-imaginging this new fan experience at NASCAR. 
The Powered By Happiness concept puts the fans at the center of everything.
Below is our Happiness Powered Racecar, designed to be a functioning vehicle that responds to noise and energy generated by the fans. Covered in LED lights, the car can be customized for uses outside the niche event space. But it's at its most impressive when it takes a lap around the track fueled solely by the energy generated by NASCAR fans. 

Demo by Jason Bruges Studio