In October Cape Townians got the opportunity to enjoy 27 doodles from around the world at the Red Bull Doodle Art Global Gallery at the Company’s Garden, Cape Town, from 24 October to 26 October.
The exhibition was the culmination of a three-phase campaign where NATIVE VML was tasked with creating hype by leveraging digital media.
“We had great fun with this project producing three videos to coincide with each phase of the campaign which were spread over Red Bull’s social channels,” says Ernst Lass, Senior Art Director NATIVE VML.
To stimulate further interest in the campaign NATIVE VML created daily doodles based on trending topics which were sent out over Red Bull’s social channels: http://www.redbull.com/za/en/stories/1331685795430/doodle-a-day
“We commissioned Lauren Fowler to create the daily doodles. Our social team would look at trending topics for the day and send through the most significant and apt trend to the creative team. Creative would then conceptualise an idea and brief Lauren on the doodle,” he says.
The aim of the first two phases was to encourage people to enter their doodles and then vote for their favourite. “We got such a big response and saw some brilliant doodle submissions. Our last drive was to get people to attend the exhibition and to do this we recruited artists to do Live Doodles. The artists drew whatever came to mind, and then also included suggestions from the public into their artworks. These suggestions came from people at the event as well as over social media.”
The event featured exciting interactive elements and installations. Visitors could view the various doodles while at the same time learn about the countries from which the doodles originated. One for the doodlers, Sanrana Kaushik Hazarika from India, was crowned the winner of the best doodle and received an exclusive Red Bull design internship.
“We thank Red Bull for involving us in this innovative campaign,” concludes Lass.
For more on the campaign go to https://www.facebook.com/events/913729671989635