Red Bull Doodle Art Competition

A collaborative global campaign

Over the course of a full year, Heehaw collaborated with Red Bull to create a range of content based around their international Doodle Art competition, which revolves around young artists drawing the most wild and complex doodles you can imagine, culminating in one global winner.

Heehaw handled content across the entirety of the Doodle Art campaign, from pre-activation assets driving applications, to promos driving interest in the immediate buildup to the final in Amsterdam, before collaborating with a production company in Europe in a quick turnaround recap video of the grand finale.

Our video work took a host of different forms, all based around the iconic doodle art style.

Marketing Campaign

Primarily aimed at driving applications to the event, this series of films asked our audience 'where does the mind take you?'. Beginning in live action, showing a budding artist sat at a desk sketching, we swiftly follow the artist as they transform into their doodled, animated form, moving through a fantastical landscape of doodled creatures, scribbles, and fellow competitors, before landing in a gallery opening, reminiscent of the grand final. Aimed at a global market, we created five alternate versions of the films, swapping out the main actor in each, to appeal to different markets. Each of these films were also created in various aspect ratios and cutdown durations, making for over 50 final outputs suitable for a variety of platforms. We also supplied project files to Red Bull teams across the world, allowing different language versions to be easily created.

Athlete Videos

Let loose on the Red Bull Media House archives and asked to remix and doodle over Red Bull's most iconic extreme sports moments from recent years was a dream brief for our team. With a sprinkling of the iconic ‘Take On Me’ 80's music video, these videos open as a top down, self filmed shot of an artist drawing a doodle square, before the square suddenly bursts in to animation; we zoom in to an animated rendition of a snowboarder, a zeppelin, or a freerunner, bursting past lasers, transforming in and out skeletal form, and leaping over flames - before finally, transitioning in to footage - all giving the impression of a Red Bull creative being formed from scribbles on a sketchbook.

Contestant Videos

In the lead-up to the event, Heehaw produced over 50 different short clips, celebrating the doodle art of all of the contestants participating in the competition. Heehaw developed a workflow that meant we were able to semi-automate the process of animating their drawings and their photographs on screen, ultimately creating a vast collection of content for Red Bull and for the Doodle Art Competitors to distribute amongst their different channels, driving international attention towards to competition.

World Doodle Art Final - Amsterdam

The culmination of our campaign content took place at the final in Amsterdam. The event was kicked off with a Welcome Video created by Heehaw, an animated journey to introduce what was in store of the artists over the next few days. On the day of the event final, Heehaw collaborated with an on-site edit team in the Netherlands to turn around a winner announcement video with a few hours of the event itself. Using a combination of footage shot on the day and the unique animated doodle aesthetic, established by Heehaw, we were able to swiftly turn around high-end hybrid of video and animation content for Red Bull to capitalise on the momentum and excitement of that evening’s final. Finally, we were tasked with creating an event roundup video to celebrate the success of the competition and to share the engagement stats that the competition achieved internationally, again in the unique doodle style that Heehaw developed throughout the campaign.