OUR WORK

Who would have thought, the Bulls from the tarmac circuits would take the crown from the King of the Desert... or did they?

BRINGING A UNIQUE IDEA TO LIFE

Introduction.

What do you get when you mix multi-time Dakar winner Toby Price, current Red Bull Ampol Racing Top Guns Will Brown and Broc Feeney, a few Can-Am Maverick X3s, and the build site for the Black Rock Motor Resort in Lake Macquarie, NSW? A whole lot of radness alongside an epic content piece!

With Toby Price having taken a hot lap inside Red Bull Ampol Racing’s Supercar with none other than the 7 x Champion, Jamie Whincup, Toby thought it was only fair to repay the favour, inviting the team’s newest young stars in Will Brown and Broc Feeney to his ‘Backyard Rally.’

In true Toby Price style, a series of challenges greeted the Bulls alongside three trusty Can-Am Maverick X3s and an endless supply of Red Bull to keep the crew charged throughout the rigorous day of events.

Switching their tarmac prowess to the unpredictability of the dirt, Will Brown and Broc Feeney took on Toby Price at his own game, completing driving drills, bush mechanic skills, and much more to see who would come out on top, and conquer the Backyard Rally challenge.

A COLLABORATIVE APPROACH

Solution & Approach.

For the team at Owlpine Group, it was an all-hands-on-deck experience, liaising with both Red Bull and the Red Bull Ampol Racing team, the drivers, Toby, Can-Am, Quad Lock, and the Black Rock Motor Resort, to first establish the project and then bring it to life.

The idea began when both Red Bull Australia and Red Bull Ampol Racing approached Owlpine Group at the beginning of the year, requesting content ideas to leverage their partnership for 2024.

After a lengthy conceptualisation process, Owlpine Group added Red Bull athlete and Australian legend Toby Price to the pitch, alongside Can-Am and the Black Rock Motor Resort, in what would eventually become the ‘Backyard Rally.’ Sourcing a location to host the event was initially daunting, as enough space and the ability to build a course was pivotal to the success of the idea. Fortunately, the Black Rock Motor Resort was the perfect landscape to pull off the project, and being able to utilize their heavy equipment ensured that each challenge was accommodated perfectly.

Once all teams were aligned, it was time to pull together the content side of the project. From videography, photography, lofi content creation and graphic design, a full team was pulled together to facilitate the various outputs.

The Hero piece was created which was then supported by a Content Roll Out Plan featuring supporting promotional pieces that were tailored to suit each channel; YouTube, TikTok, Instagram, X & Facebook for each Athlete, Brand and Team account.