The Night Hunt
Client
Red Bulll
Year
2015
Scope
Experiential, Campaign, Social, Digital Experience
TL;DR
Red Bull celebrates the Singapore Grand Prix, famously the first night race in the history of F1. An easter egg hunt across the city, fans race to win a chance to meet Daniel Riccardo, Red Bull’s primary driver.
Creative · Art director · Graphic designer · UI/UX designer
Win the race across Singapore in an easter egg hunt to meet Daniel Riccardo
Context
To celebrate the annual Singapore Grand Prix, famously the first ever night race in the history of F1, Red Bull looked to build anticipation for Red Bull fans in the city.
Role
Art directed the campaign, oversaw concept development and production, designed the visuals, and managed client presentations.
Collaborated with another art director to manage the production of this project.
Process
Over the course of five weeks, our website and social media drop new clues to an art installation featuring Red Bull F1 memorabilia. The fans have 24 hours to find these installations and take the most creative shot to stand a chance to win.
The social media campaign garnered many submissions from avid Red Bull fans, providing Red Bull an opportunity to engage and reward these die-hard fans.
At every installation were the roving Red Bull girls, giving away free Red Bulls to fans participating in the challenge.
For our final installation, we teamed up with local artist group Tell Your Children to customise a 1:1 scale of the Red Bull F1 car to celebrate the team as well as Daniel Riccardo.
Outcome
5 sets of winning fans and their plus-ones got to enjoy private time with F1 driver Daniel Riccardo on the Singapore Flyer!
(And I was one of them!)
Credit
Agency
Arcade Singapore
Creative Directors
Mark Taylor, Executive Creative Director
Andrew Reznik, Creative Director
Lizi Hamer, Creative Director
Creatives and Illustrators
Kayla Chia, Creative, Art Director, Designer
Andy Lim, Creative, Art Director, Designer
Shawn Lam, Creative, Art Director, Designer
Xinyi Lim, Creative, Art Director, Designer
Wojtek Swiatoniowski, UI/UX Designer
Chozan Aung, Illustrator
Copywriters
Isaac Tan, Copywriter
Sheenu Kapoor, Copywriter
Tech
Kamil Gottwald, Head of Digital Production
Sonia Zuzartee, Senior Digital Project Manager
Accounts
Lesley John, General Manager
Courtney Stables, Account Director