Brands, brand equity, brands “doing good,” brands screwing up, brands inspiring, brands annoying…
Basically, brands are always doing.
A great example of this is Red Bull and their Launchpad. The project begins with people submitting a 30 second video to the Launchpad site that explains an idea they want to see happen; “Here’s a chance to do what has never been done before. Make it big. Make it bold. Make it before someone else does.” The uploaded video clips will go through voting to see which idea will be brought to life.
The project idea lives up to their motto, “Red Bull Gives You Wings.” Finally Red Bull has left the cartoon campaign of old men with wings flying around the screen chugging the energy drinks. Their new campaign, Launchpad, is more realistic and focuses on inspiring athletes and doing the impossible. With the Launchpad project idea, Red Bull tells you they can make your dream come true whether it’s on a court or something impossible you want to see happen.
Here is one of the Red Bull commercials off their new campaign.
(Song – “Outro” by M83)
The campaign has definitely changed my outlook on their brand for the better.
I may not drink Red Bull but I feel this brand has given me some wings.