DOMINO'S PIZZA - Red Bull + Domino's Pizza - Soapbox Race 2024

The Red Bull Soapbox Race is the grand prize event for motorless cars. Amateur drivers take the wheel of homemade vehicles, along with their fearless teams, driven purely by courage, gravity, and creativity! This year, the theme of the race was Geek, and all the cars had connections to pop culture.

The main goal was to innovate by telling everyone that Domino's is an official partner of the Red Bull Soapbox Race. By communicating this partnership, the biggest brand opportunity lies in reinforcing Domino's institutional messages.

To generate awareness and also take advantage of the event's publicity for our benefit, we combined one of the product's main attributes with the central idea of the race.


After all, what do Domino's Pizzas and the cars
in the Soapbox Race have in common? Speed.


Team Credits

Lilian Hara - ACD
Marcelo Serrano - Sr. Content
Francisco Rocha - Art Director
Vitória Morais Assistant - Art Director


The perfect fit exists, and we can prove it: Domino’s and Red Bull togetherin the most insane street race of all, the “Ladeira Abaixo.” In english, "Soapbox Race.
To announce the partnership between these two brands, which are among the most creative in the world, we developed a race car in the shape of a pepperoni pizza slice, creating a memorable experience for everyone who follows the race and highlighting the speed of delivery.


Additionally, we had social media content and extra actions on the day of the event, generating even more buzz among the audience.