About the Campaign

Red Bull has done it all — they sent a man to space and hurdled him back to earth. How do you top that? During a brainstorming session, my mentor pushed me to go as creative, provocative, and out-there as possible. My first instinct was billboards featuring action shots of naked (but censored) athletes with the tagline "Where's Your Wiiings?" to promote their merch line. She hit the brakes on the naked athletes, but I liked the tagline and ran with it. From there I came up with the idea to remove the Red Bull branded equipment from the athletes. The absence of the equipment makes the consumer stop and engage, the missing piece allows them to naturally fill it in with what they already know: Red Bull. This proof by absence shows just how engrained Red Bull is in action sports. Remove it and something feels wrong. Red Bull isn't just a sponsor, it's part of the sport itself.