Red Bull Three Style
Since its 2007 debut, Red Bull 3Style has grown from a small DJ contest in Vancouver to one of the world’s top DJ competitions. In 2020, twenty-four finalists competed in Moscow for the ninth Red Bull 3Style World Finals.
• Brand Strategy • Global Creative Campaign • Project Strategic Backbone • Global Project Management •
The Journey
As Global Culture Music Project Manager I had the pleasure to lead for almost two years the Red Bull Three Style. In this role, I coordinated efforts across key stakeholders at HQ - including departments like On Premise, Off Premise, Consumer Collecting, Insights, and Communications - ensuring seamless collaboration.
I also provided essential guidance and support to the 16 hosting markets, only in 2019. I shared key information and worked closely with each market to help them execute every detail of the global campaign.
In the sections below, you’ll get a glimpse of my role and how we successfully delivered various aspects of the project globally.
Strategy Overview
This image outlines the strategy behind the concept, showing the progression from initial ideas to final execution and how each phase engages the consumer to reinforce the vision.
Visual Identity
Three songs, two turntables, and the fusion of three music styles—this concept perfectly encapsulates the essence of the event.
The logo is designed with a precise grid and must not be altered in any way. To ensure visibility, it has a designated safe area where no other elements should be placed.
Global Creative Campaign
The master design was developed at Red Bull HQ, allowing each country to make local adaptations. Below is the hero film of the campaing
Out Of Home Campaign
A 3 months period accross Moscow, Russia.
Online
An exploration of the concept's history, participants' stories, and event details.
Content Creation
Throughout 2019, we developed various content formats to build momentum for the Red Bull Three Style World Finals. In one notable piece, we took the competition judges on a tour from Kazakhstan to Russia, the host country for the World Finals.
Sound Cloud Activation
A dedicated channel featuring a curated setlist of selected DJs has been created to showcase their live performances.
Guideline
After concluding the collaboration with the Creative Agency, Red Bull Headquarters develops a global guideline to ensure consistent visual and verbal brand representation across all host countries.
In-Store Activation
The campaign has also involved in-store activations with important accounts throughout the cities.
Applications
The images show some examples of prints and other functional tools created from the global Key Visual.
