More info
Work

Red Bull BC One

In 2017 the world’s leading b-boy competition Red Bull BC One landed in Amsterdam for the World Final. Leading up to the event, 60+ global qualification events took place, with break-dancers from all continents battling for their spot in the finals. Artbox was approached to develop a 360 campaign for the cyphers (qualification rounds), camps (3-day break-festivals) and the World Final. This years’ ambition was to aim for a broad audience and focus on the 4 pillars of hip hop.

The 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 wrote 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. 

Credits

Client: Red Bull International and Red Bull Netherlands
Agency: Artbox
Account and production: Jessica Iken and Tessa Ward
Creative team: Ramin Bahari, Pieter van de Heuvel and Rogier Smalhout
Graphic Design: Julien Kraakman and Dominique van Rhee
Photography Cypher campaign: Stacii Samidin 
TVC DOP: Noël Schoolderman
TVC Camera assistent: Luuk Schmitz
TVC Gaffer: Bram van Woudenberg
TVC Best Boy: Fibbe Thomas & Ravi Piccolo
TVC Grip – Peter van Vugt
TVC Styling: Clyde Semmoh
TVC Art department: Goof Vermeulen
TVC Location Manager: Kenzo Overbeeke
TVC 1st AD: Damien Hope
TVC Edit: Berend Boneschansker
TVC Music: Sizzer Amsterdam
TVC Grading: Tim van Paassen

See entire case
Red Bull BC One - Manifest

Red Bull BC One

Manifest
Red Bull BC One - Key Visual Cypher

Red Bull BC One

Key Visual Cypher
Red Bull BC One - Key Visual Camps

Red Bull BC One

Key Visual Camps
Red Bull BC One - Key Visual World Final

Red Bull BC One

Key Visual World Final
Red Bull BC One - Outdoor

Red Bull BC One

Outdoor
Red Bull BC One - Tram

Red Bull BC One

Tram
Red Bull BC One - The finalists

Red Bull BC One

The finalists
Red Bull BC One - Venue

Red Bull BC One

Venue
Red Bull BC One - Naughty by Nature Event Performance

Red Bull BC One

Naughty by Nature Event Performance
Red Bull BC One - World Champion Menno

Red Bull BC One

World Champion Menno
Red Bull BC One - Stacii Samidin photography

Red Bull BC One

Stacii Samidin photography
Red Bull BC One - Stacii Samidin photography

Red Bull BC One

Stacii Samidin photography
Red Bull BC One - Stacii Samidin photography

Red Bull BC One

Stacii Samidin photography
Red Bull BC One - Stacii Samidin photography

Red Bull BC One

Stacii Samidin photography
Red Bull BC One - Stacii Samidin photography

Red Bull BC One

Stacii Samidin photography
Red Bull BC One - Stacii Samidin photography

Red Bull BC One

Stacii Samidin photography
Red Bull BC One - Stacii Samidin photography

Red Bull BC One

Stacii Samidin photography
Red Bull BC One - Stacii Samidin photography

Red Bull BC One

Stacii Samidin photography
Red Bull BC One - Stacii Samidin photography

Red Bull BC One

Stacii Samidin photography
Back to top