Red Bull Box Cart Race 2018 Campaign
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
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