Buzz generator: The Manhattan base for a global brand reflects its youthful vibe with a pair of dynamic environments animated by bursts of color and light.
The energy-drink company Red Bull (RB) tends to engage the public in unconventional ways. As it plunges into adventurous youth culture—extreme sports, high-risk aviation feats, edgy art and music—it’s never just paying to affix its logo to a Formula 1 racecar or a radical skydive. Rather, the company owns and runs the teams, as well as such endeavors as Red Bull Air Force—generating a following without ever mentioning the product per se. An analogy might be, instead of buying roadside billboard space, RB creates the road, setting the route and pulling in traffic.
You have 0 complimentary articles remaining.
Unlimited access + premium benefits for as low as $1.99/month.