Who rules the dance floor?

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When Red Bull sought “female-led or Black and Brown-led” UK agencies on LinkedIn, we, as a female-founded agency, jumped at the chance. After a meeting in Covent Garden, we pitched for the Red Bull Dance Your Style event a few months later.

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OUR BRIEF

Red Bull needed an agency for the Dance Your Style national final on 27 July 2024. They wanted:
1. A suitable outdoor, amphitheatre-style venue outside London.
2. Production management for the event.

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THE VENUE - FREIGHT ISLAND

We proposed Manchester's Freight Island, an urban venue perfect for the event's vibe. Our pitch included strategic marketing partnerships and highlighted the benefits of a partnership over a simple rental. Freight Island, with its industrial charm and regular audience of 1,000 - 4,000 visitors, fit Red Bull’s target audience of 18-24-year-olds and dance culture enthusiasts. Our proposal stood out with a well-structured budget, specialist staffing rates, an after-party, content production, and wet weather contingency. Our storytelling approach informed every aspect of the event planning.

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EVENT FORMAT

The Dance Your Style final features 8 regional winners and 8 wildcards, battling on stage to be crowned UK Champion and compete in the World Finals in India. Dancers adapt to randomly selected tracks, aiming to win audience votes via coloured bandanas. The stage setup included a 2ft high square stage, truss lighting, confetti cannons, and raised viewing platforms for the audience.

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USING THE SPACE

We created two focal areas for guests and dancers to engage and share their experiences on social media. The outdoor space, with seating, bars, food stations, and a circular stage, hosted dance classes. The main indoor space, housed the central event action along with further bars and food stalls, whilst VIPs and press were on the Terrace Mezzanine.
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TEAM EFFORT

Our well-organised and experienced team ensured the event ran smoothly. We collaborated with local suppliers, aligning with Red Bull’s sustainable practices.
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A STANDOUT EVENT

Street dance is vibrant and full of energy, making this event a thrilling project. Our goal was to create an environment where dancers could shine and connect through their passion for dance. Watching them communicate through movement was a powerful experience and brilliantly showcased creative storytelling.

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I'm Rachel Hepburn, Marketing Director for Toucan Agency.

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