RED BULL BC ONE

This year, the world’s leading B-boy competition Red Bull BC One landed in Amsterdam for the notorious World Final on November 4th. Leading up to the final battle in the Westergasfabriek, over 60 qualification events took place around the globe, with break-dancers from all continents battling for a place among the last 16 contenders.

Red Bull approached Artbox to develop a 360 campaign though out the year in three stages: Cyphers (qualification rounds), Camps (3-day breakdance events) and the World Final. This years’ ambition was to aim for a broad audience and focus on the 4 pillars of hip hop: DJ-ing, MC-ing, (street) art and lots of dance.

To achieve this goal we gathered an all-star team of creatives and specialists to work on a variety of communication assets that would work on all levels of the campaign. Starting point was the celebration of hip hop culture debouching in a versatile and positive core concept: HIP HOP HOORAY. Based on Naughty By Nature’s undisputed classic hit record from 1993.

As a backbone for the campaign we’ve written a manifest, celebrating the world wide hip hop scene from the old school to the new, from the struggles to the victories. We collaborated with photographer Stacii Samidin to capture genuine and raw documentary images, serving as a visual guideline for the full campaign. It ranges from local implementation to a commercial on national television and even to Naughty By Nature performing live at the Amsterdam World Final. We are proud to share a few highlights.