Red Bull - Summer Solstice campaign
Objective - Create a multi-faceted campaign that evokes an emotional connection between Red Bull and summer, that can be leveraged year after year. The team crafted a variety of campaign concepts that can build in recognition and results, with key consideration to the following checkbacks:
National Awareness: Create a campaign with the reach and scale to engage our key audience and the 32M people of Red Bull nation.
Local Engagement: Create opportunities for consumers to touch/feel the brand and share with their networks.
Ownable: Create a campaign only Red Bull has the reach/engagement to do.
Social Impact: Connect our activities to a greater cause and provide an opportunity for Red Bull to give back.
Content, Capture, Activation: Capture and amplify our efforts so the content lives on.
One with the Sun
The sun. It gives us life, energy. Civilizations through the ages have had their own way of celebrating the solstice, the longest day. Who better to revitalize this tradition than Red Bull, the brand that gives you the energy to make the most of every moment of summer. Join us online and in-person, and let’s honor the sun together.
Community Engagement
Create engagement by letting people experience the brand and product, and sample the Summer Edition. Accelerate shareable content opportunities and creation of video content. Surprise-and-delight installations throughout our 6 cities intended to engage the community and create highly shareable moments on social media.
Sun salutation murals placed around various cities
“Can-henge” AR experience - placed in areas to best mimic iconic sun experience at Stonehenge
Content creation / social sharing
Drive impressions, shares, comments and content creation by giving people ways to learn about and experience solstice lore and create their own solstice experience. Expand our reach beyond the 6 communities and engage the Red Bull nation offering them opportunities to learn and share.
Community murals drive people to create and upload their own sun salutation photo. Custom kits get athlete ambassadors to contribute their own sport-based sun salutation video. All submissions are stitched together to create the longest sun salutation video for shareable content.
Summer solstice advent calendar
Night-to-day party
Sponsor an exclusive party for influencers and a select number of fans in 6 select cities.
(A) Optional costumes: sun gods/goddesses, bulls and winged creatures
(B) Influencer invitations: custom UV-activated snapchat spectacles
(C) Sun drones: Solar-powered octacopters light up the night sky recreating the feeling of the sun rising as the actual sun sets
(D) Shadow art installations: Shadow art is revealed by the light of the octacopters to create insta-bait for highly shareable content
(E) Sun projection: Projection mapping to recreate surface of the sun from NASA images onto a giant ball in the center of the party
(F) Female artists & DJs: Promote the femininity of the Summer Solstice through powerful female musical acts and performances
One with the sun. Namaste.
DISCOVER MORE WORK