Timeline:
September 2024 - November 2024
Proficiencies:
Photo Editing, Advertisement, Packaging Design
Problem:
Red Bull needed to activate their collaboration with Kona Skatepark in a way that felt organic to the skate community, a demographic notoriously resistant to traditional advertising.
Insight:
Kona isn't just the longest running skatepark in the United States, it is also a living archive of skate history. Generations of skaters have tagged its walls, leaving behind decades of graffiti layered on each wall. That history can be organically connected with, but only with a deep understanding of what makes the park a landmark in the community
Big Idea
Give skaters an experience that celebrates the unique experience they already have with Kona skate park. By rooting the creative work in Kona's own visual history, incorporating generations of tags into the design language and activating Red Bulls brand energy through the lens of local skate culture. A lost skateboard becomes an organic moment of discovery for the collaboration of the two brands. A Red Bull can sprays paint, creating further moments incorporating the Red Bull brand into the scene. The paint never fades, and neither does the collaboration.
Advertisements
The project spanned multi-channel marketing efforts, engaging skaters with an animated poster that spoke to their interests. Decorated in spray paint and a stylized version of the park, the creative process led me to look into the park's history.
Social Campaign
Athletes wipe out in big ways at the park, launching their limited edition skate decks around the city. If you connect a social platform post with the true location, that limited edition deck is yours. The spray can might even be there, next to some new tags around the city. The entire city changes for those connected with the brand, multiple ways to develop unique experiences with the Red Bull product.
