Red Bull Box Cart Race 2018 Campaign
BRIEF: Visiting 100 countries since the first event in 2000, Red Bull Box Cart Race is a global event for amateur drivers racing homemade, non-motorised vehicles. In 2018 Red Bull Box Cart Race returned to Johannesburg, South Africa.
Our job was to create a full TTL campaign to encourage participants, audience, potential judges, Friends of Red Bull, and Media to get involved on the day.
SOLUTION: Countless assets across social, OOH, event collateral, media invitations, instore displays, competitor drops. Our idea of fake fines was so well received that it was rolled out to various other campaigns.
SOLUTION: Countless assets across social, OOH, event collateral, media invitations, instore displays, competitor drops. Our idea of fake fines was so well received that it was rolled out to various other campaigns.
MY ROLE IN THE PROJECT: Full campaign conceptualisation and localisation.
Fake speeding fine - encouraging people to attend
Fake parking fine - encouraging attendance
"Friends of Red Bull" invite to attend - the zigzag folds unfold to expand the handmade cart and reveal the extra passengers.
Number plate drop - letting the 71 selected teams know that they're in!
General collateral - in-store, Out Of Home, event collateral and limited edition cans.
And finally - an action shot from event day
