New guerilla marketing campaign for “Red Bull Soapbox Race” in Jerusalem, Israel.
Red Bull Soapbox Race is a national race for amateur drivers, which is fueled by creativity and competitive fun – not to mention the need for speed. This unique non-motorized racing event challenges both experienced racers and amateurs alike to design and build outrageous, human-powered soapbox dream machines and compete against the clock in a downhill race.
Towards the Red Bull Soapbox Race, that was held in Jerusalem, Avraham ad agency were asked to notify the people in the area about the event using a very low budget and in the Red Bull humoristic spirit of course.
Because the event is a non-motorized vehicle race, that emphasizes the creativity of the vehicles, Avraham advertising agency in Israel, decided to go for a guerilla campaign that will bring attention to the fact that the audience is going to see creative cars and not conventional ones. For that reason, they attached real tires to different structures, benches, boards… objects that aren’t really supposed to move, and that’s how they put across the race’s main idea.
Advertising Agency: Avraham, Israel
Creative Director: Mr. Fonarov
Art Director: Maayan Shwartz
Copywriter: Adi Eini
Published: October 2009