Brand: Red Bull
Product/Feature: Red Bull Culture Clash
Agency: Publicis Machine Cape Town
Position at agency: Creative Director
Red Bull Culture Clash is an international Red Bull property that takes place in multiple cities around the world every year. In 2017 it landed in Milan, London and Johannesburg. The challenge is that Red Bull international supplies the key visual to the countries in which the event takes place and the local agency is then responsible for localising it and rolling it out.
How it works:
The event features four of the biggest artists from the region in which the event takes place, in this case we had Patoranking (Nigeria), Admiral and Jahseed (Cape Town), DJ Tira (Durban) and AKA (Johannesburg). On the night of the event the artists and their crews go head to head over four rounds with a decibel meter measuring the crowd's reaction to determine the winner of that round.
Our campaign was one of the biggest in Red Bull South Africa's history. To give you some context:
The campaign took one year to complete, from first brief to the night of the event.
Three versions of the TV commercial: 60sec, 30sec and 15sec.
Regional and national radio campaigns.
Massive push across on social across Facebook, Twitter and Instagram.
Produced over 85 out of home sites.
500 unique pieces of artwork left the agency.
Over 50 unique artist illustrations.
4 unique event cans.
Over 95 job bags were opened during the campaign.
Our campaign resulted in over 12000 tickets being sold.
Artist: Patoranking (Nigeria)
Artist: Admiral and Jahseed (Cape Town)
Artist: AKA (Johannesburg)
Artist: DJ Tira (Durban)
We designed the cans first and these then informed the way that we adapted the rest of the campaign, from the key visual to our TV commercials
TV Commercial: 60secs