RED BULL

Team Bold

The issue

Old age scares most of us. We're afraid that we won’t have the energy to do the things that we want.

The strategy

Red Bull is a brand synonymous with high energy, courage and inspirational achievements. How do we inspire the youth and bring forth role models beyond the ordinary?

The idea

Red Bull will help change the perception of getting grey, by sponsoring two bold seniors joining numerous extreme sports events. They will document themselves (perhaps with some help) doing the activities live on SoMe to inspire the young audience. In addition, athletic seniors from around the country can apply for the official Red Bull Team Bold, and thereby become an inspiration in their own communities.

CONCEPT / Cecilie Stjernholm and Jacob Daniel Lewis

COPY AND ART DIRECTION / Cecilie Stjernholm and Jacob Daniel Lewis