RED BULL
BRIEF
Red Bull is losing its golden era as a new product lineups flood in the market. How can we reframe “gives you wings” for a new era? What does “energy” mean in 2026?
INSIGHT
For Gen Z, energy is a vibe, not something you quantify. You recognize when it hits.
It’s about alignment and achieving the ‘flow state’.
Like a runner’s high.
EXECUTIONS
Unlock your flow with Red Bull
Get from 1 point to another via public transportation
The doors would open, and the can would move to his mouth
Keeping the aesthetic consistent
We wanted to illustrate the Sisyphus trail in Vermont
The myth of Sisyphus is endless effort without payoff.
The trail version flips that.
You climb. It hurts. You question it.
Then suddenly everything syncs.
You’re not tired.
You unlock your flow with Red Bull.
That’s the runner’s high moment.
Grab a red bull for your hike! Vending machine at the start of the trail
Reframe red bull gives you wings