TOKYO, April 3, 2024 -- Today, Vuse, the no.1 global vape brand*, and the McLaren Formula 1 Team reveal self-taught Japanese artist, MILTZ, as the creator behind the McLaren MCL38 car livery at the FORMULA 1 MSC CRUISES JAPANESE GRAND PRIX 2024.

Inspired by the traditional script, Edomoji, which emerged at the end of the Edo period (1603-1868), the bespoke livery honours past Japanese traditions, but with a modern twist, bringing an underrepresented art form to the iconic Suzuka circuit.

Artist MILTZ's livery design represents the speed of the Formula 1 race cars, translated as an Edomoji-inspired dragon racing through the clouds. The clouds demonstrate the rush of the car and the friction between the tyres and the track. MILTZ has also added his creative touch to the drivers' names and numbers displayed on the MCL38 by creating these in his signature style, especially for the Japanese Grand Prix.

Livery artist, MILTZ, comments: "When I first became a freelance artist, I never thought an opportunity like this was possible - this is the biggest international project I have ever done! As I continue to build my profile as an artist, I want my artwork to champion the rich traditions of Japanese writing culture, such as Edomoji, but with a modern twist. From my work with local businesses in Japan to the McLaren Formula 1 team, there are so many beautiful stories to tell through art."

Driven by his passion to hone his craft and disenfranchised by not being able to express his creativity, MILTZ quit his job at a design agency to follow his dream. Fast forward over 10 years, he celebrates his artwork on one of the grandest stages of all.

Luca Angiolillo, Head of McLaren Partnership at BAT, comments: "We're extremely proud to debut Driven by Change in Japan with the launch of another iconic bespoke livery. 2024 marks the fourth year that Vuse and McLaren are continuing to push boundaries and champion a new generation of creative talent - and MILTZ is just another example of that. With his passion for progressing past traditions with a modern flair, I can't wait to see where he goes next."

Taking inspiration from the Vuse and McLaren liveries of the past, MILTZ channeled the wild lines of Rabab Tantawy's Nubians to create his eye-catching livery design.  

Louise McEwen, Chief Marketing Officer, McLaren Racing, comments: "We are really excited to bring Driven by Change to Japan for the 2024 iteration of the campaign alongside our partner Vuse. Now in its fourth year, we have seen the successes of the campaign in showcasing the incredible creativity of these talented and undiscovered artists for the world to see on our race cars." 

To discover more about MILTZ's story and the Driven by Change initiative, visit Vuse and MILTZ's social channels.

*Based on Vype/Vuse estimated value share from RRP in measured retail for vapour (i.e. total vapour category value in retail sales) in key vapour markets: USA, Canada, France, UK, Germany as of May 2023

About BAT

BAT is a leading, multi-category consumer goods business. Our purpose is to create A Better Tomorrow™ by Building a Smokeless World. This commitment is demonstrated by our ambition to generate 50% of our revenue from non-combustible products by 2035.

The company continues to be clear that combustible cigarettes pose serious health risks, and the only way to avoid these risks is not to start or to quit. To help Build a Smokeless World, BAT encourages those who would otherwise continue to smoke to switch completely to scientifically-substantiated alternatives.

BAT aims to have 50 million consumers of its non-combustible products by 2030 and to generate £5 billion of New Categories revenue by 2025. BAT has a range of Sustainability targets, including a 50% reduction in Scope 1 and 2 GHG emissions and a 50% reduction in Scope 3 GHG emissions by 2030 (vs 2020 baseline), and 100% of packaging to be reusable, recyclable or compostable by 2025.

BAT employs over 46,000 people and, in 2023, the BAT Group generated revenue of £27.28 billion, with an adjusted profit from operations of £12.46 billion.

The company's Strategic Portfolio is made up of its global cigarette brands and a growing range of nicotine and smokeless tobacco products. These include our Vapour brand Vuse; our Heated Product brand glo; and Velo our Modern Oral (nicotine pouch) brand. These New Category products have delivered more than £3 billion in annual revenue since their introduction a decade ago.

We currently have 24 million consumers of non-combustible products, the revenue from which accounted for 16.5% of Group revenue in 2023.

* Based on the weight of evidence and assuming a complete switch from cigarette smoking. These products are not risk free and are addictive.

† Our vapour product Vuse (including Alto, Solo, Ciro and Vibe), and certain products, including Velo, Grizzly, Kodiak, and Camel Snus, which are sold in the U.S., are subject to FDA regulation and no reduced-risk claims will be made as to these products without agency clearance

About McLaren Racing 

McLaren Racing was founded by racing driver Bruce McLaren in 1963. The team entered its first Formula 1 race in 1966. McLaren has since won 20 Formula 1 world championships, 183 Formula 1 grands prix, the Indianapolis 500 three times, and the Le Mans 24 Hours at its first attempt.  

McLaren Racing competes across six racing series. The team competes in the FIA Formula 1 World Championship with McLaren F1 drivers Lando Norris and Oscar Piastri, the NTT INDYCAR SERIES with Arrow McLaren drivers Pato O'Ward, Alexander Rossi and David Malukas, the ABB FIA Formula E World Championship with NEOM McLaren Formula E Team drivers Jake Hughes and Sam Bird, the Extreme E Championship with NEOM McLaren Extreme E Team drivers Cristina Gutiérrez and Mattias Ekström, and F1 Academy with ART Grand Prix and Driver Development programme member Bianca Bustamante. The team also competes in the F1 Sim Racing Championship as McLaren Shadow, having won the 2022 Constructors' and Drivers' Championships.  

McLaren is a champion for sustainability in the sport and a signatory to the UN Sports for Climate Action Commitment. It is committed to achieving net zero by 2040 and fostering a diverse and inclusive culture in the motorsport industry.  

McLaren Racing – Official Website 

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