Make a brand relevant with the creative classes.
To jell with a highly influential yet cynical audience, we developed a strategic approach that was brave.
Red Bull has worldwide fame. But whilst they are one most successful brand and iconic brands in the world, they were struggling to appeal to creative classes who may like the brand, but would never consider picking up a can.
By recruiting and handing over the reigns to local influencers, we gave the brand direct access to their communities, learnt local nuances, absorbed creative styles that made them tic. Therefore creating a framework that flexes to any country and neighbourhood. To successful convert the 1% that will influence the 99….
Pitch win and a creative exploration led us to explore two key neighbourhoods in London where creative communities we’re injecting culture, driving change and shaping the local economy. Each with a different tone, style and vibe to creativity.
An approach to work with creative communities and their existing events.
A fresh brand line to challenge the community to step up and embrace something new. From drag dancing to slam poetry.
The line had a duality that also encouraged consumption – positioning Red Bull as the catalyst of courage and energy to power their moment on stage.
Develop a creative strategy to launch Red Bull Neighbourhood Projects. Local creative festivals, for the people, by the people.
Playing with the wings analogy, Tottenham Fly was a creative expression and proposed name for a local festival. Easily interchanged from city to city. It spoke directly to a community, while encouraging them to let their creativity soar by uniting artists, venues and people in a festival setting.
A creative strategic framework, influencer strategy and set of assets that we called ‘Tools with Rules’ to help Red Bull enter, engage and set up events in creative neighbourhoods globally.
Creative framework and rules of engagement gave Red Bull a toolkit to take to any city in the world and create engaging brand experiences that encourage the community to expand their creativity.
An influencer strategy outlining how to find, approach and use local cultural leaders. They know where, when and who is hot. So, we put forward a way to leverage these relationships in an effective and positive way.
Art direction and messaging hierarchy developed to use with local talent, with a range of messaging from OOH to POS using brand colours in a way that could ‘blend in but stand out’.
Presented at a global Red Bull Summit for markets to implement on a local level at their own Neighbourhood events.
Client: Red Bull. Agency: Doner. Creative Team Lee Bonnick and Catherine Pryce. Design Nicola Stephens and Josh Smith