Vuse has partnered with award-winning band Rudimental on a series of initiatives that promise to electrify creativity and inspire audiences worldwide. The collaboration between the band and the British American Tobacco -owned (BAT) e-cigarette brand will feature a variety of activities which include exclusive competitions, performances and an exciting content series.
“This special activation with Rudimental and McLaren is a big move for Vuse as we look to Charge Beyond and connect with our adult consumers on a wider scale, bringing together our partnerships across music and sport,” says Elly Criticou, Vapour Category director, BAT. “With lockdowns still happening across the world, and the creative sector struggling because of it, we’re glad that we can provide fans with a creative outlet where they can find inspiration at home, along with enjoying an exclusive performance by Rudimental.”
The first Rudimental activation sees the band go on the hunt for inspiration with McLaren Racing, of which Vuse is a global partner. Bringing together two inspirational collaborators from the worlds of music and motorsport, Vuse wants to connect and inspire others through celebrating its brand passions, according to a press release.
The Rudimental x McLaren Racing activation will be brought to life via a four-part content series which will see Rudimental visit the home of McLaren in the UK and meet key team members to discover inspiration for an exclusive performance to mark the end of this year’s Formula 1 season.
“We’re all about inspiring and bringing people together from all walks of life through the music we create. We had a lot of fun and learnt a lot at McLaren and it’s crazy to think how much synergy there is with the world of music and sport when it comes to inspiration,” says Locksmith, a DJ with Rudimental.
The exclusive content is part of Vuse’s ‘Routes of Inspiration’, a virtual series that explores how inspiration comes to professionals within the creative world. Following the cancellation of live entertainment events around the world, the series has been created to give artists and fans a new way to connect, the release states. In 2021, Vuse’s partnership with Rudimental will continue to develop through activations and performances that drive further inspiration and global brand awareness.