Context
It’s F1 week in Montreal! On this occasion, Red Bull Canada decided to go big by offering the world a unique video to add to the Formula 1 frenzy. On the agenda: Filming a soapbox race, a track over 500 feet long, and lots of hay bales… Celsius was invited to the starting line of this project to oversee the event conceptualization, logistics, and on-site coordination for this assignment.
Concept
Under scorching heat, the famous F1 drivers from the Oracle Red Bull Racing and Visa Cash App RB teams competed on a unique soapbox course. Max Verstappen, Sergio Perez, Yuki Tsunoda, and Daniel Ricciardo thrilled the audience and highlighted the legendary Montreal Olympic Stadium.
Deliverables
The project consisted of setting up a race track over 500 feet long, building ramps, outlining the track with over 1500 hay bales, and coordinating a team of thirty employees. The results on digital platforms were exceptional, with over 1.2 million views on YouTube and hundreds of thousands of impressions and interactions across Red Bull’s various platforms.