Red Bull Box Cart Race 2018 Campaign 

Year: 2018
Brand: Red Bull - international energy drink brand
Product/feature: Red Bull Box Cart Race 2018 in Johannesburg
Agency: Publicis Machine, Cape Town
Position at agency: Copywriter

Background: 
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. Teams of four design, build and race outrageous, human-powered dream machines and compete against the clock in a downhill race. And the public is the audience to the family-friendly show. 

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. 


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
Red Bull Box Cart Race 2018 Campaign
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Red Bull Box Cart Race 2018 Campaign

Red Bull Box Cart Race returns to South Africa in 2018 and we have the chance to put together a full campaign to support every phase of the downh Read More
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Creative Fields