In August 2012 we had an introduction to Red Bull through an intermediary. After a brief discussion about some of their challenges we pulled together some quick concepts of the work we could do for them for an upcoming event – Culture Clash. Red Bull got very excited about one of these and wanted to run it, but unfortunately, timings proved difficult.
I personally maintained dialogue with the client for 2 years straight, helping him with various challenges, inviting him to inspirational events, and building a relationship for future work. After 2 years this finally came to fruition, and when the client had challenges on his new event, Soap Box, we were the first agency he came to.
Red Bull were running an on-pack promotion that let people cut up the packaging and turn it into Soap Box cars. They wanted to make this more engaging, so we created an online site where people could upload their cars and compete in a ‘drag race’ to win tickets to the event. People had to upload their car and literally drag it to the front of the race.
I supported on this campaign with the strategy (particularly helping the client define what he meant by ‘engaging’, and what specifically we were hoping to achieve) as well as assisting with the concept and UX (both in terms of web design, but the broader flow of the experience).
This campaign is currently live, and reflects my tenacity and drive to constantly grow my company.