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.
• Marketing Strategy • Global Program Leadership • Cross-Market Activation •
The Journey
As Global Culture Music Project Manager, I led Red Bull Three Style for nearly two years, coordinating across HQ teams like On Premise, Off Premise, Consumer Collecting, Insights, and Communications.
In 2019 alone, I supported 16 hosting markets, providing guidance and ensuring flawless execution of the global campaign.
Below, you’ll see how I contributed to the successful delivery of the project worldwide.
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.
Brand Experience
