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 for Gen Z?

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

Main execution will be a digital billboard/TV spot

IDEA

We wanted to re-frame this energy as a flow state, when resistance stops mattering using the symbolism of Greek mythology, Sisyphus

Molly O’Brien, Art Director

Emma Ervin, Copywriter