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Red Bull

Red Bull

Dance Your Style 18

CHALLENGE

Create a captivating activation to generate word-of-mouth buzz about the event and reach highly-targeted niche groups, while also illustrating Red Bull’s affinity with street culture and the world of street dance.

IDEA

Make the dancers the protagonists of the campaign for the event through a series of ambient marketing activations that reinforce the bond between the brand and its core target. A van carrying a team of photographers, videomakers, stylists and post-production technicians scouted Milan to map the city’s street dance scene and transform the hotspots into full-fledged sets where they shot the dancers. The content produced during their efforts was transformed into images and clips that were published on social media and used for two impressive outdoor activations: dozens of wild projections in a few of the cities hottest areas, and an art installation that was envisioned as a gigantic mosaic, featuring the faces of all of the participating dancers.

KPI

10 Days of activations
130 Street dancers involved
+20.000 Social interactions
320 mq Of mosaics
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