iCandy Creative were tasked with aligning 7 Eleven and the Red Bull Racing identity to unexpected and creative new heights. Our brief was to create a Red Bull F1 experience for their customers, bringing together a F1 pit stop and the everyday refuelling at a service station, implemented into the forecourt.
The Red Bull F1 Race Off brand activation brought a holistic Red Bull Formula 1 experience, reserved for the most elite drivers, to the everyday retail market. Motorists enter the forecourt and are engaged instantly to the fuelling bays with large scale banners, and a life sized pit crew with fuelling booms to greet them in the ready position by the pumps or checkouts.
The Red Bull F1 Race off brand activation deployment was for 3 weeks including the lead-up to the Melbourne Formula 1 and the actual weekend of the event.