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ervin
Use of AI-- animation of images
Song- "The weight" by The Band
Brief
Red Bull is losing its golden era as new product lineups flood in the market. How can we reframe “gives you wings” for an new era? What does “energy” mean in 2026?
Insight
For Gen Z, energy is a vibe, because it's not something you quantify or explain, but you recognize when it hits.
It’s about alignment and achieving the ‘flow state’.
Like a runner’s high.
Idea
Reframe Red Bull gives you wings as Red Bull unlocks your flow state- when things just start clicking, and your body knows what to do.
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Punished for tricking the Gods. Sisyphus, King of Corinth, was forced to roll a boulder up a hill, every god damn day in Tartarus, the dark side of the underworld. Thankfully, with Red Bull, he achieved his flow state.
In collaboration with Molly O'Brien, Art Director
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