SAIGON, VIETNAM — a city rapidly rising as one of the top developing countries in the world. However, there are still urban areas that are poorly underdeveloped. So much so that communities in these areas settle for unlit courts, fields and parks at night while in the pursuit of their dreams.
As the ambassador for charging ahead into your dreams, Red Bull wanted to give back the energy for communities to thrive not just in the day, but keep doing what they love at night.
Red Bull, in collaboration with VMLY&R, were able to turn cans of Red Bull into a new and renewable source of energy that converted thermal heat from the sun into electricity— giving birth to ‘Red Bull Give Life to The Night’.
After 6 months of testing, this billboard that houses 2,475 Red Bull cans can provide 75 minutes of uninterrupted light in sports courts, fields and parks where people can carry on their passions and dreams.
First launched on the 15th of September 2018, the billboard has been stationed and placed in street basketball courts, football fields and recreational parks, all having not sufficient light for dreamers to pursue their dreams.
Beer Poonnotok, VMLY&R Vietnam’s Chief Creative Officer adds in saying:
“With Red Bull as the category leader in the market, we were in a perfect position to change the category standards. So when the opportunity presented itself, we pushed the limits of advertising by not doing advertising— and instead created a solution that directly helps solve a genuine problem in our audience’s day in a life.
Now building coverage and awareness in Vietnam, Red Bull aims to set an example for other brands in developing countries, to create new and renewable solutions that can really make a difference in the community.
Credits:
Chief Creative Officer: Beer Poonnotok
Creative Group Heads: Nick Nakpil & Joaquin Montesclaros
Senior Art Directors: Gian Carlo Panlilio & Nichi Gatdula
Photographer: Eljay Pena
Production Company: Alta Media
Production House: T-Stop
Director/Editor: Phan An & Thanh Ngo
Digital Strategist/Technologist: Son Dang
Account Director: Andre Chen
Senior Account Executive: Thinh Le
Account Executive: Daniel Hung
