To promote the world debut of Red Bull Illume, a night time exhibition showcasing some of the best action sport photography in the world, we created a mobile movie projector mounted on the back of a tricycle. We then found the only dark spot in the middle of every one of the city's busiest neighbourhoods - the MTR Station. We projected a short film showcasing Illume.
We cut this short film to project from our mobile theatre. It showcases some of the most striking submissions from previous years.
In addition to the guerilla campaign we also took care of MTR advertising, posters and all other brand collaterals.
This was the tentpole event for Red Bull in 2014. Participants created their own 'flying machines' and launched them off a platform into Hong Kong's Victoria Harbour.
This campaign required the creation of traditional brand collaterals such as posters, flyers but also a guerilla campaign to go with it.
We handled design and production for the entire 360 campaign. Upwards of 40,000 people attended the event.
Creating a cartoon concept for Red Bull that accurately incorporated Hong Kong culture was a particularly interesting challenge. Working with cartoonists to ensure a somewhat accurate representation of how Chinese New Year is celebrated with was a unique experience.
The cartoon appeared in MTR stations across Hong Kong.
Red Bull Dragon Roar is a Dragon Boat race in the format of a slalom / obstacle course rather than the traditional straight line. This was a particularly exciting project as it was actually originated in Hong Kong, a rare thing for Red Bull. As a local event we were given much greater freedom to determine the look and fee of the entire competition.
A stunt motocross event that attracted people in the thousands for a fun day out, we once again created all collaterals as well as a guerilla campaign.
We disguised flyers as parking tickets, modelling them almost exactly on Hong Kong parking tickets, matching fonts, language, layout etc.
The parking tickets caused all sorts of consternation and got people posting and talking about the event.
Placing these tickets on cars by night to avoid confrontations, we left them to be found in the morning.
We did this across the city for a full week.
It was controversial but got people talking about the event and gained considerable traction.
We simultaneously set up a street activation with actual motocross bikes, which was less controversial but a hit nonetheless.
We adapted and produced all collaterals for Paper Wings, a small university Campus based paper plane flying competition.
Red Bull's one on one basketball tournament called for an unusually shaped poster to be placed under nets in basketball courts. We developed artwork, created and produced all collaterals for this event including trophies and scoreboards.
Red Bull Minidrome is a high speed fixed gear bike race in a miniature velodrome. We designed and produced all collaterals for this event.