2014 Winners & Shortlists

Brief Explanation

The key objective was to send intriguing direct-mailers and invitations for the Press and VIPs and it had to capture the essence of this unique musical experience and entice the guests to want to attend the Red Bull SoundClash.

The Brief

Red Bull SoundClash is a live musical experience that brings two bands with different styles together under one roof to battle for the devotion of a room full of fans. This unique concert was set to take place for the very first time in Beirut a day after Lebanon's Independence, and would feature two of the country's most prominent yet contrasting bands, WHO KILLED BRUCE LEE vs. MASHROU LEILA. The two bands had two very different musical styles, and even more so different fan base.

How the final design was conceived

As a direct mailer, we gave recipients a taste of the clash to come by sending them a unique vinyl representative of the experience. Here, the vinyl could be taken apart to reveal that music will bring together two distinct faces and voices.

Indication of how successful the outcome was in the market

Over 2700 fans, with 2 completely different musical tastes, were united under one roof on the Lebanese Independence at the RED BULL SOUNDCLASH 2013 in Beirut. That's over 700 more fans than the maximum expected attendance to the event. The guerrilla campaign created big talk across various social platforms, stirring up conversations, and reaching over 106,000 people on Twitter, and over 707,000 people on Facebook. Evidently, the campaign was picked up by numerous blogs and various news sources, with unpaid featured articles in almost every local news paper. And, 2580 cans of Red Bull were consumed at the event.