Red Bull Soapbox Race success for People

Independent creative agency, People, is celebrating after successfully designing and theming the ramps and special effects for the 2024 Red Bull Soapbox Race at Alexandra Palace in London last month. The agency also created an additional playful activation for event partner, The AA.

The agency was appointed to theme, design and dress the course ramps to express the fun and creative side of the Red Bull brand, engage a younger 18-30 audience and generate the renowned hype, fun and excitement surrounding the event.

In partnership with Red Bull, the team at People developed an ‘Urban Workshop’ theme for this year’s course, which incorporated five features reflecting items typically found in a workshop including a toolbox, tape measure, saw, spray cans and paint pots.

The course also included a feature for event partner, The AA, which saw competitors splash through water and emerge through a jet of smoke. A feature for Unibond No More Nails, also sprayed competitors with foam from giant Unibond No More Nails tubes.

Each ramp’s design captured the joy and creativity of the Red Bull Soapbox Race while special effects and props ensured widespread appeal with a large demographic, with Red Bull reporting over 16,000 visitors.

Alongside the Red Bull Soapbox Race, People created a fun obstacle course for event partners, The AA, to support the company’s ‘It’s ok, I’m with the AA’ campaign. The activation was designed to express the playful side of the brand, with participants invited to compete against the clock and jump across a path of road-sign platforms over a foam pit, while trying to catch keys to win prizes.

Rory O’Donovan, Partner at People comments: “What a privilege to be a part of creating an experience like this. It was incredible to see so many people flying through the features we had designed.

"Anyone who has ever attended, watched or taken part in a Red Bull Soapbox Race knows it is about so much more than speed and courage; it’s also about craft and creativity, playfulness and self-expression, so it was important we did that justice.

"Massive thanks to Red Bull and The AA for trusting us - and of course, congratulations and big respect to all the teams who braved the course!”

The 2024 Red Bull Soapbox Race took place on Saturday, June 22. Delivery partners included special effects provider, Aardvark FX, creative consultancy, 3D Eye and creative construction company, madeWorkshop.