RED BULL

SOAPBOX / 2024 //

BRIEF //

Propose both a fun and bold themes for the Soapbox ramps, that allow flexibility of diverse designs, whilst also creating engaging activations that entertain and inspire spectators beyond the course. Naturally integrate the product and any partner brands into both, as well as creating awareness and word of mouth amongst 18-30 year olds. All the while, expressing the creative and self-ironic side of Red Bull to those at the event or those watching online.

SOLUTION //

We created a series of ramps that not only showcased the values, fun and excitement of soapbox, but also told a unique story inspired by both London (the host city) and Soapbox from the first jump to the last – AND finish line – that collectively takes teams and fans on a downhill journey to glory.

A trip down memory lane for the competing teams, and insight for the spectators into how they might approach building their own soapbox next time around… we created the SOAPBOX GARAGE.

Ramps that came to life through theatrical moments as Soapboxes flew over them, with extended themed activations elsewhere on site to tie the whole experience together.

We also had to create one ramp for The AA whole were a brand partner, AND No More Nails who wanted to have their own element on one section of the track.

ROLE //

Creative Director