2014 Winners & Shortlists

The Brief

To invite Red Bull Opinion Leaders to the Red Bull King of the Rock Regional Finals.

Creative Execution

The DM captured the essence of Red Bull King of the Rock – a gritty showdown of the best b-ballers from around the world, and the rawness of one of the most fiercest prisons of our time.

Describe the creative solution to the brief/objective.

The book, filled with clues, put people in the shoes of a prisoner. People could retrieve a Red Bull can hidden in the book. The book also comprised a simple letter and postcard, which when placed over each other, revealed clues to the whereabouts of the Red Bull King of the Rock Regional Final.

Results

High generation of word of mouth about the event among Red Bull option leaders.