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Red Bull · 2021 · FMCG

Red Bull Chinese New Year

The challenge: After a year full of hurdles, people wanted a change of luck this Spring Festival more than ever. How could Red Bull use the Year of the Ox, and its own name, to become this year’s good luck?
The idea: Don’t wait for luck to arrive; turn things around yourself.
Our role: Creative and communications

Background

After a 2020 full of hurdles, people wanted a change of luck at the Spring Festival more than usual. The Year of the Ox arrived in 2021, and the name “Red Bull” had a natural claim to bind good luck and energy together.

Execution

Reversal
A red-gold energy ring turns things around
Reversed shots and a red-gold energy ring turned unlucky situations, such as rushing to work, working late, gaming and cramming for exams, around.
Cans and boxes
Good wishes packed into cans
Good wishes were packed into text cans and gift boxes, so luck could be bought and given.
Egg machine
Offline, twist the luck out
An offline POSM and a “bull egg machine” meant luck could also be twisted out.
Join in
Topics, short films, recipes and a challenge
A Weibo topic, scenario shorts, DIY recipes and a Douyin challenge followed in turn, so people could mix a drink, shoot a clip and complete a reversal of their own.