Red Bull and Posterscope USA created a hyper-local media campaign to generate awareness of their long-standing music platform Red Bull Music Academy (RBMA), a program in which aspiring producers, vocalists, DJ’s and instrumentalists from around the world meet in one city each year for recording sessions, collaborations, performances and lectures. The activity involved key targeted OOH locations and formats in hip, relevant neighborhoods to create the vivibe that RBMA was everywhere. To ensure the messaging looked organic and not forced media placementswe chosen that allowed the creative to fully capture the local urban feel within each neighborhood. Hand painted wallscapes blended in seamlessly with the murals in the surrounding neighborhoods while station dominations offered the full line-up of events to residents and visitors in Brooklyn and downtown Manhattan. For the official launch the largest and most impactful format was used to serve as the backdrop for a buzz worthy pop-up event. The day of the reveal, RBMA alumns Questlove and Rhazel performed live with wall as their backdrop for hundreds of fans. Throughout the event fans tweeted, Instagramed and posted to Facebook, extending the reach of the campaign far beyond expectation.
Studio Moross created an interactive billboard in collaboration with Red Bull to promote Jessie Ware’s new album ‘Devotion’. Fans were invited to fill in dots on the billboard while listening to the music, ultimately revealing an image of the singer’s face.