RED BULL · VAYNER3 · WEB3 & NFT BRAND PROGRAMMING · 2022–2023Red Bull × Burnt Toast —
A Phygital Art Experience
VaynerMedia / Vayner3 - A web3 consultancy · 2022–2023
Red Bull Doodle Art Competition · World Final, Amsterdam
120,000 entries. 61 finalists. One global NFT collection.
We introduced Web3 and blockchain technology to the Red Bull Doodle Art Competition for the first time — transforming a beloved global student art contest into a landmark moment in brand-driven NFT programming. Our suggested partnership with acclaimed NFT artist Burnt Toast (Scott Martin) gave student artists a once-in-a-lifetime opportunity to co-create with one of Web3's most recognized names. Each finalist's work was seamlessly integrated into Burnt Toast's iconic doodle universe and minted on the blockchain — making every participant a permanent part of NFT history.
We creatively guided the co-creation process with Scott, developing styles and ideas for student creators to experiment with. We designed and developed a new Doodle-style competition website for entries and curated an immersive Final gallery event.
The program promoted positivity and self-expression, culminating in the grand prize, co-created with Scott, awarded at the World Finals in Amsterdam at Capital C. Through this initiative, we introduced a younger generation to Web3, fostering community engagement through NFT sales, artist royalties, and trading of co-created designs.
The World Final — Amsterdam
The 61 finalists gathered in Amsterdam for a three-day immersive World Final at Capital C —
a public gallery that displayed both the original pen-and-paper doodles and their new NFT counterparts side by side.
Day 1: Finalists met the global judging panel — Burnt Toast, UK artist Mr. Doodle (Sam Cox), digital creator Anna Nooshin, and 2017 winner Ayaka Toyomasu — and toured Amsterdam landmarks.
Day 2: A live NFT minting workshop led by Ledger. By afternoon, all 61 co-created pieces went live on Nifty Gateway for open-edition mint — making every finalist a blockchain-published artist.
Day 3: The winner was announced. Chiara Croce of Italy — whose doodle integrated Burnt Toast's bench character into a sweeping narrative illustration — took the global prize. Her winning piece now lives permanently on the blockchain.
Each finalist received a digital collectible NFT trophy, designed by the previous year’s winner, celebrating their creativity. Esteemed judges evaluated submissions based on creativity and their ability to capture life’s essence, while a public gallery showcased the finalists’ doodles alongside new NFT creations by national winners.
This collaboration culminated in Burnt Toast adding his personal touch to the winning artwork by Chiara Croce from Italy.
CREDITS
Creative Direction & Web3 Strategy: Melanie Rothwell & Nate Bear for Vayner3
Web3 Design: Brennon Conn · NFT Design, Website Design
NFT Marketplace Partner & Blockchain Education Partners: Nifty Gateway & Ledger
Artist Collaborator: Burnt Toast (Scott Martin), Canada
Global Judges: Burnt Toast · Mr. Doodle · Anna Nooshin · Noa Diorgina · Ayaka Toyomasu
Client: Red Bull
The most-entered Red Bull Doodle Art Competition in history:
120,000+ entries — nearly double the previous year
62 countries represented
61 NFT artworks minted live on Nifty Gateway during the World Final
1 permanent blockchain record — winner Chiara Croce of Italy
Open-edition mint available to the public at the World Final gallery
The program proved what we believe: that the most powerful brand experiences live at the intersection of the physical and the digital — designed for the room, built to last on chain.
RESULTS
MICHELOB ULTRA · LINKSDAO · NFT.NYC · NEW YORK CITY · 2022
Michelob Ultra x LinksDAO x Vayner3
NFT.NYC Event
Creative Direction
We were thrilled to collaborate with LinksDAO, the premier Web3 Golf Community and a pioneering decentralized autonomous organization (DAO) that unites golf enthusiasts worldwide to democratize the sport by buying and governing golf courses. Through this partnership, we helped craft an engaging and immersive experience that connected Web3 golf lovers and ULTRA beer fans at NFT.NYC.
The event, held at the vibrant 5iron Golf Herald Square, brought together over 200 passionate attendees from the LinksDAO community, Web3 leaders, and invited guests. With a dedicated golf simulator bay and an atmosphere charged with excitement, participants had the chance to engage in curated contests and enjoy complimentary Michelob ULTRA beverages. This unique setting not only showcased the intersection of golf and technology but also emphasized LinksDAO’s mission to empower its members through shared ownership of golf courses.
Our creative direction and innovative POAP designs were integral to the event, ensuring that each participant left with a memorable digital collectible that celebrated their involvement. The POAP was available on site only and could be used to unlock future rewards by ULTRA via their Web3 community.
By capturing social content and encouraging interactions across channels, we amplified the event's reach and showcased the dynamic energy of the LinksDAO community. This collaboration not only highlighted the potential of Web3 in transforming traditional sports but also fostered a sense of belonging among golf enthusiasts who are excited about shaping the future of the game.
Two experiences. Same philosophy — physical moments designed to extend into digital ownership.
Whether it's a student artist in Italy minting their first NFT, or a Web3 golf community leaving an event with a digital collectible that unlocks future rewards — the work starts in the room and lives beyond it.