Disciplines
Campaign / Print
Industries
Art + Culture / Corporations
Challenge
Red Bull planned a unique event that would give local artists in Qatar the chance to create art on dhows, as part of Red Bull Curates: Dhow Art. Traditional dhow boats are a strong part of Qatar's culture and heritage, so giving local artists the chance to use them as their canvas was groundbreaking. The Red Bull Curates series previously used coolers, gas cylinders, but never on such an iconic object. We needed to capture the artists' attention in order for them to participate and at the same time entice the public to attend the event. The main event itself was held in the Sheikh Faisal Bin Qassim Al Thani Museum, with an unveiling of 6 dhows.
Solution
Using a black and white image of the dhow to reflect the traditional boat, and dipping it in a number of bright inks to show the modern and anything goes approach that the participants were encouraged to have. The fresh and eye-catching concept merged heritage and art, instantly translating the idea of the event. We produced the campaign, VIP invitations, artist gift packs, event signage, videos and posts for Social Media, alongside activations to create a buzz and raise awareness for the event. Red Bull Curates: Dhow Art proved to be a huge success and a milestone for the artists, for Red Bull, and for The Creative Union.
