Kimi Räikkönen trades the driver’s seat for mentorship in new iLOQ campaign

The campaign, titled “The Next Generation Is Coming,” marks a shift in the long-standing partnership between the Räikkönen family and the Finnish technology company. Having retired from Formula 1 in 2021, Kimi now occupies a role as a mechanic and mentor rather than a competitor. This new dynamic serves as a metaphor for iLOQ’s mission to provide access and opportunities for future growth, extending the brand’s narrative beyond its core business of battery-free digital locking solutions.

For Kimi, the approach to his son’s development is intentionally analog. Eschewing the data-heavy analytics typical of modern motorsport, the former champion prefers that Robin learns through instinct and experience. He noted that he avoids computers and video analysis, believing that allowing his son to figure out the correct path himself leads to more lasting results. This philosophy of independence mirrors the values of integrity and hard work that board member Heikki Hiltunen identifies as the cornerstone of the iLOQ brand.

The global rollout will feature a cinematic film alongside a four-part interview series exploring Kimi’s transition from professional racing to the sidelines. Rather than focusing on individual race finishes, the content highlights the patience required to develop young talent and the realities of family life within the racing world. The campaign is set to launch across digital, print, and out-of-home platforms in iLOQ’s key international markets.