Brief: For Jonge Honden / Youngdogs, we were asked to create a concept that encourages drivers to drink more Red Bull in or around their cars.
Insight: When something's wrong with a car, warning lights flash immediately. Cars nowadays are even smart enough to know when drivers should pull over; systems suggest rest after long drives. But let's be real, even during short trips, drivers could often use an energy boost. However, there's no signal for that. Until now.
Idea: The Red - Bull.
Drivers know when their car needs a break. But do they know, when they do? We introduce a new kind of dashboard warning light, not for the engine, but for the human behind the wheel: ‘The Red - Bull’ When fatigue builds up, focus slips, and reaction time drops: the Bull turns Red. And when the Bull turns red, it’s time to drink a Red Bull.
Drivers know when their car needs a break. But do they know, when they do? We introduce a new kind of dashboard warning light, not for the engine, but for the human behind the wheel: ‘The Red - Bull’ When fatigue builds up, focus slips, and reaction time drops: the Bull turns Red. And when the Bull turns red, it’s time to drink a Red Bull.
Implementation - PR: We secretly “break “ into shared cars from GreenWheels, MyWheels, Check, and SIXT to plant a custom Red Bull surprise. In the air vent, we place a fake air freshener, designed with subtle LED lights to blend in unnoticed. Once the AC starts blowing, the LEDs slowly activate. After a while, the Bull icon turns red, revealing a hidden message. Inside the glove compartment? A chilled can of Red Bull we’ve stashed there.
Implementation - Collab: In partnership with Flitsmeister and Waze, we launch the Red Bull light, an in-app alert that signals when it’s time for a Red Bull break. On the road (DOOH), we use the Red Bull visual device as a standalone signal. For social, influencers like DAY1 and Andy van der Meijde feature our custom fake air freshener with a glowing bull icon, turning it into a playful, shareable moment.
Implementation - Collab: In partnership with Flitsmeister and Waze, we launch the Red Bull light, an in-app alert that signals when it’s time for a Red Bull break. On the road (DOOH), we use the Red Bull visual device as a standalone signal. For social, influencers like DAY1 and Andy van der Meijde feature our custom fake air freshener with a glowing bull icon, turning it into a playful, shareable moment.
