Red Bull Australia launches local adaption of global ‘World of Red Bull 5’ campaign via R/GA
Red Bull Australia has launched the next instalment of the World of Red Bull campaign. The latest campaign is a local adaption of the global campaign created by Kastner & Partners International, executed by R/GA Sydney in Australia.
The global campaign continues the strategy of communicating through the line the depth and breadth of the World of Red Bull and establishing that Red Bull gives wings to people and ideas in a unique way.
This instalment shows the many facets of the World of Red Bull with a balanced split between sports and culture, epic landscapes and urban playgrounds. The mood of the TV spot is positive, dynamic and energetic, supported by the new track ‘Come Get It Bae’, by Pharrell Williams, from his long awaited new album Girl.
In Australia the World of Red Bull 5 campaign will hero the 30 second TV spot and target key magic moments across TV, cinema and WebTV. The TVC will be complimented by a digital campaign inviting users to dive into the #GIVESYOUWINGS digital portal where they can explore stories from local and international Red Bull athletes and opinion leaders including local hero FMX rider Josh Sheehan and Red Bull Records stars AWOLNATION. These stories demonstrate the breadth and depth of Red Bull’s #GIVESYOUWINGS promise.
Australian surfer and Red Bull athlete Sally Fitzgibbons stars in the campaign.
Says Fitzgibbons: “It’s an honour to be a part of the global Red Bull commercial. There is an incredible amount of talent within the Red Bull team and so many unbelievable moments are created by each and every athlete’s performance. I am constantly inspired by our Red Bull family and this fuels the fire for me to go out and try and take my own performance to the next level.”
Global creative agency: Kastner & Partners International
Local creative agency: R/GA Sydney
Local media agency: Vizeum
Client: Red Bull Australia
9 Comments
From the brand that brought you Felix space jumping and the agency that invented the Nike Fuel Band comes…….a montage and very long scrolling landing page.
The wait is finally over.
Fuel Band doesn’t exist anymore – Nike deleted it and had to retrench over 500 people.
RGA? Nope, didn’t need to get rid of anyone, they didn’t really have much to do with it…
It’s like watching moving wallpaper. And that’s the Aussie adaption
As negative as you want to be about the spot, the average consumer they’re targeting will still like this ad. And the brand will still benefit from it.
Red Bull and RGA shouldn’t be happy with average. Unless they are trying to break a world record for the worlds longest text based scrolling website.
We are aiming for average now?
Red Bull is about the mainstream average?
There is nothing in there DNA to support this, apart form their advertising comms created by Kastner and now RGA Sydney
In the comments: People whose resumes were rejected by RGA.
Just because this work doesn’t impress you as an industry person, doesn’t mean it’s bad.
Get off your balsa wood high horses.
JC – you are a dick. Send your own resume out, YOU’RE FIRED
I don’t get what R/GA actually did here?
Did they just splice in a few shots of Sally amongst footage shot globally?