we brought comedy and kookiness to the races
Red Bull Soapbox Race – Red Bull
BRIEF
Create a theme and track concepts for Red Bull’s Soapbox Race in London.
The Red Bull Soapbox Race 2024 featured teams of brave racers who hurled their homemade vehicular creations down an obstacle-laden track in north London.
The goal was to drive brand awareness and word of mouth among 18- to 30-year-olds, while reinforcing the event’s ethos of silliness, fun, and a touch of self-irony.
APPROACH
We developed an Urban Workshop theme that embodied the humour and joy of the event.
The racecourse’s jumps, ramps, and chicanes created excitement and intensity, and delivered on the focused moods of this year’s event – inventive, joyous, and sharable.
The judging panel of young athletes and influencers reinforced the event’s appeal among 18- to 30-year-olds.
EXPERIENCE
Thousands of fans lined a 420m-long track constructed at Alexandra Palace in north London to watch 59 teams race for the chance to take home the winner’s trophy.
The crowd cheered as the racers navigated special ramps, jumps and chicanes, including The AA Water Jump, and a special foam cannon feature from partner Unibond No More Nails.
After an afternoon of twists, turns, and spectacular crashes, Abracadragster, the magic-themed soapbox from team The Hurry Houdinis, was awarded first prize, based on speed, creativity, and showmanship.
IMPACT
16,000 attendees
59 Soap Box racing teams
72,000 half-time show views on YouTube
19,900+ views of Dougie Lampkin previewing the track on TikTok
