Paris vs Marseille: Music Meets Rivalry
A cultural showdown powered by Red Bull and Sleeq
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THE CONTEXT
Red Bull SoundClash is all about pushing boundaries through music. For the 2024 edition, Red Bull wanted to tap into one of France’s most iconic rivalries — Paris vs Marseille — and bring it to life in a way that would resonate with Gen Z. To do so, Sleeq partnered with Ibé PDS, a creator with strong cultural roots, to design a digital-first activation that merged rap, rivalry, and Red Bull energy, and brought new audiences to the SoundClash stage.
THE BREAKDOWN
The Challenge
How do you turn a centuries-old rivalry into fresh, digital-native entertainment? The brief: transform the Paris vs Marseille folklore into a creative competition that connects with young fans online, builds hype for the live event, and drives cultural conversation around Red Bull SoundClash.
The Strategy
Sleeq imagined a content-first competition, blending the intensity of freestyle rap with the reach of social platforms. Paris and Marseille artists went head-to-head in the studio. Ibé hosted, fueling the tension and channeling the rivalry. Red Bull’s DNA was naturally integrated: from the studio setup to the SoundClash CTA. The idea: turn the studio into the battleground, where Red Bull doesn’t just sponsor — it empowers the clash.
The Solution
Sleeq managed the full creative scope and execution with Ibé: 1 long-form YouTube episode showcasing Paris vs Marseille, from creation to performance. Complementary TikTok & Instagram content: teasers, reels, and lives to amplify reach. A story-driven format: behind-the-scenes energy, artist authenticity, and a fan call-to-action.
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WHAT THEY SAY
"This campaign shows how Red Bull can fuel culture — not just events, but conversations, rivalry, and hype that lives online."
Marketing Team, Red Bull France
WHAT THEY SAY
Strategic influence meets branded storytelling
Sleeq handled the full scope of creative, from strategy to execution:
THE NUMBERS
Massive cultural reach & real-world conversions
70K
YouTube views
39K
Instagram vIews
+200
YouTube coments
+59%
18-25 years old audience
USER IMPACT
Their audience said it all.
When the collab dropped, the comment section exploded.
OUR WORK
From iconic brands to viral moments.
Every campaign we craft starts with cultural insight and ends with performance. Rooted in social media and influence, our ideas are built to live where attention lives, and to turn into lasting impact.
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