Description
In Colombia, Juan Pablo Montoya stands as one of the most significant figures in international motorsport. His renewed public presence, supporting his son Sebastián in the Formula 2 championship, reactivated a powerful narrative: legacy as something inherited, reinterpreted, and carried forward.
Pony Malta, a brand historically linked to youth energy and sports development, recognized this as a cultural opportunity. The challenge was to avoid nostalgic tribute or conventional sports communication and instead create a contemporary graphic proposal capable of engaging new audiences who consume motorsport through digital platforms and visually driven content.
Today’s market demands adaptable visual systems that function seamlessly across physical and digital environments while remaining consistent with brand identity. Within these constraints, the project needed to reinterpret an iconic asset—the bottle—without losing recognizability or symbolic strength.
The result is a modular graphic system inspired by the real track layouts of the Formula 2 championship, merging sports culture, branding, and contemporary design into a unified visual narrative.
This professional campaign titled 'Montoya Legacy ' was published in Colombia in March, 2026. It was created for the brands: AB InBev and Pony Malta, by ad agency: Core. This Print medium campaign is related to the Sports industry and contains 6 media assets. It was submitted 21 minutes ago.
