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Red Bull X-Fighters (2014)

The Red Bull X-Fighters World Tour is the premier Freestyle Motocross series in its discipline of motorsport.
The series travels all around the world to incredible locations as the riders perform heart-stopping tricks all in the name of becoming champion.
2014 marked the first time a Red Bull X-Fighters World Tour stop was to be held in South Africa. We set out to create a campaign to bring the global excitement of Red Bull X-Fighters to life with a uniquely South African look and feel.
To do this we created a series of patterns and handcrafted typefaces that combined elements of the high-octane, extreme nature of the sport with the tradition, heritage and aesthetic of South African art and culture. 
Until then, South Africans weren't all to savvy with the exhilarating FMX sport, so we created an awareness campaign to educate South African consumers about Red Bull X-Fighters there was an in-store consumer mechanic which there drove to an online trivia game.
By putting yourself against the clock or challenging your friends to compete one-on-one, participants' answered FMX and Red Bull related questions to earn hampers, instant prizes, and even tickets to the final, held in Pretoria.
Sharing your score and progress via your social channels earned you extra points while amplifying X-Fighter's awareness.
We included "Instacards", which were FMX fan cards, which appeared weekly via the Red Bull South Africa Instagram feed as areminder and released via our microsite to pin to your profile and collect in build up to the event. Sharing these Instacards on your Instagram with the event hashtag didn't hurt the chances of you possibly receiving two tickets to the final either!


Michael Celliers

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  • Content Strategist

Project Tags

  • Red Bull
  • X-Fighters
  • FMX
  • Publicis Machine
  • South Africa

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