2012 Winners & Shortlists

The Brief

The objective was to invite media to the Red Bull Art of Motion event in Kuwait Red Bull Art of Motion brings together the worlds best Parkour athletes and free runners. The event focuses on artistic movement in natural and urban environments. The focus is to move around obstacles with speed and efficiency move through their environment by vaulting, rolling, running, climbing and jumping.

Creative Execution

The focus of Red Bull Art of Motion was to move around obstacles with speed and efficiency move through their environment by vaulting, rolling, running, climbing and jumping. This can cause nausea and dizziness, thus providing the remedy of Motion Sickness Tablets

Describe the creative solution to the brief/objective.

We sent 100 boxes of motion sickness tablets to the media. Each box came with a warning that Red Bull Art of Motion may be habit forming. The container label housed all the event information such as the location, time & date. Inside the box the recipient found a medical style pamphlet that communicated everything about Red Bull Art of Motion. The tablets were quite simply refreshing chewing gum.

Results

A large media participation.