Our Task: The world's best artists play the world's biggest festivals and you can watch it live wherever you are. Experience World Class Music Festivals on Red Bull TV. It was our task to combine various festivals – already established as distinctive brands – under the Red Bull TV umbrella in an organic campaign, supported by an enormous paid media boost.
Our Solution: We developed our own visual language to preserve the uniqueness of the festivals, yet connecting them to the Red Bull brand. For the paid media campaign we developed a sophisticated content strategy with specific assets for each platform. The focus here was on Facebook, Instagram and Musical.ly. For the organic output we focused on the artists with backstage access and artist interviews.
Monkey developed a unitary color branding for Red Bull TV that connects all festivals. The complementary colours blue and orange illustrate the feel of the festival summer and ensure that the campaign is uniquely recognizable. The branding functions as a visual bracket for all banners and videos of the campaign.
The video campaign included general line-up trailers as well as trailers for each individual artist and festival day.
In order to attract awareness outside the Internet as well, we created posters and point of sale assets such as door hangers and table tents.