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Red Bull Launchpad

Red Bull was looking for help with their biggest ever brand campaign in the US. After a pitch, AKQA was selected to do the job. Our task was simple: help people understand a phrase that everyone knows by heart, but don't really understand: “Red Bull Gives You Wings”. In other words, help people understand their mission: "to give wings to people and ideas." Our solution was called Launchpad. With it, Red Bull asked a simple question: “What should we do next?” Users were asked to submit a 30 second video of their idea. The public voted for a list of finalists. And a jury of Red Bull athletes selected overall winners. Ultimately, Red Bull produced two of the projects. The first, called "Top Gun", will involve wingsuit proximity flying down mountains in a slalom race. That's coming soon in the form of an entire league. The second idea was realized as "Red Bull Kludge" and has been viewed over 19 million times on YouTube. See video at left.

Project Roles
Copywriter, Creative Director
Company
AKQA
Skills
Creative Direction, Management of Teams 1-10, Strategy
Media
Social Media Content
Project Industries
Beverage