Red Bull: 3 Days in Toronto

The Ask

How can we deliver an event that distills Toronto's recent musical renaissance into three short nights? How do we integrate other creative minds to activate a space and make #3DaysinTO an immersive, impactful consumer experience that goes beyond a weekend of concerts?

The Approach

It’s indisputable that Toronto music is having a moment, and Red Bull has been a major part of that for years. To celebrate established Toronto talent, and to highlight the ‘who’s next’ from the city, we produced 3 Days in Toronto featuring an all-Toronto lineup from opener to headliner. Talent included international exports Tory Lanez, Badbadnotgood, Majid Jordan, as well as the most buzz-worthy emerging talent in Jazz Cartier, Charlotte Day Wilson, River Tiber, CMDWN, and more. All-star set designers Shadi Assadi and Adam Hummel (Beyoncé, Cirque Du Soleil) were enlisted to bring the in-venue experience to the next level, in collaboration with the Young Offenders creative activation team.

The Results

  • Three sold-out shows, totalling 4500+ tickets
  • Visually explosive creative activations at every consumer touchpoin from entrance to stage
  • Integrated partnerships with emergent local fashion and experiential designers
  • Multiple fan experience zones & ‘surprise’ moments to create an unforgettable series – special guests, free food, arcade areas, photo opps

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