a stimulating launch

When Red Bull first launched in the UK they wanted to push ‘stimulation’ rather than the ‘energy / gives you wings’ message from the Austrian campaign.

We created a guerrilla campaign for a clubbing generation that would then take the brand forward to a broader audience. Using a visual language that was very much in keeping with the idea of mixing Red Bull with alcohol / drugs.

The idea was to launch with 48 sheet blast where the product would appear on its own on white. Then overnight our team of ‘graffiti artists’ would complete the images and give simple cans a whole new meaning. A bit like Banksy. Only before Banksy.

The campaign then moved into clubs and bars where red lipsticks drawings were used on bathroom mirrors, and tent cards on tables would encourage mixing Red Bull and vodka.

Result: The campaign acted a bit like shock art and got miles of press coverage. The rest is, as they say, history.

Role: Junior Art Director.

Agency: Knight Leach Delaney