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Red Bull Pride Campaign

I worked around Red Bull’s slogan, “Red Bull gives you wiiings”, as well as their known animation that is seen in their advertisements First, I created a visual ad that I feel would be good for posters and billboards. I wanted to show the contrast of a drink can that had no color, versus normal, vibrant cans. I want the message to be that even with different flavors, people enjoy Red Bull, and in this same theme, even people who are different should be accepted too. To touch on the Pride aspects, I created a line stating that life is better in color. I used this to hint at the rainbow theme of Pride without using actual corporate, overused type images to present the idea. My last incorporation was to change the classic slogan to emphasize where the company's support lies. I changed the slogan to say, “Red Bull gives everyone wiiings”, a simple change that I felt still had a powerful message.

I wanted to run with this slogan and created a more active campaign that could be used as a television advertisement. My idea was to use the known Red Bull cartoon to visualize different types of people commuting from differing locations, such as the beach or the highway. The visual would end with all these people coming together at a party, celebrating, drinking Red Bull, and having fun with one another. My statement for this pitch is that no matter where you come from or who you are, everyone loves Red Bull.

I believe it is important for communities to feel that a brand is showing genuine support and not just using symbols to buy their attention and gain their money. I feel that by using the classic Red Bull cartoon, which holds a sort of weirdness to it, it breaks a stigma without making it uncomfortable or overly outwardly. I also felt that Red Bull would be a good company to work with on this, since their advertising that their drinks give people “wings” aligns with the idea that they give people courage and confidence. These messages are important to hear, not only for people participating in athletic competitions, but also for people expressing who they really are.

My main goal with this campaign would be to reach LGBTQ+ individuals and show them that they are supported and seen by larger companies. In the process, I would hope that this message would get to those who object to progress in LGBTQ+ rights. I feel that the normalization of companies showing unwavering support without making it a big deal sends a message to others that it really doesn’t have to be seen as such a threatening topic.

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