RED BULL _GIVE LIFE TO THE NIGHT

Short List
TitleRED BULL _GIVE LIFE TO THE NIGHT
BrandTCP GROUP
Product / ServiceRED BULL
CategoryD05. Spatial & Sculptural Exhibitions and Experiences
EntrantVMLY&R INDOCHINA Ho Chi Minh, VIETNAM
Idea Creation Y&R VIETNAM Ho Chi Minh City, VIETNAM

Credits

Name Company Position
Beer Poonnotok VMLY&R Indochina Indochina Chief Creative Officer
Nick Nakpil VMLY&R Indochina Creative Group Head
Gian Carlo Panlilio VMLY&R Indochina Senior Art Director
Beer Poonnotok VMLY&R Indochina Indochina Chief Creative Officer
Neena Felizzi Gatdula VMLY&R Indochina Senior Art Director
Joaquin Montesclaros VMLY&R Indochina Creative Group Head
Eljay Pena Freelancer Photographer
Tai Hoang Alta Media Technology Specialist
An Phan T Stop Director
Thanh Ngo T Stop Cinematographer
Son Dang VMLY&R Indochina Digital Strategist
Andre Chen VMLY&R Indochina Account Director
Thinh Le VMLY&R Indochina Senior Account Executive
Daniel Hung VMLY&R Indochina Account Executive

Background

In Vietnam, there are still communities filled with aspiring dreamers who don’t have access to properly lit areas to pursue their dreams when the sun sets. We discovered that it’s not the lack of Passion or motivation, but the absence Of facilities that give dreamers a venue Where they can keep charging ahead. With 8 out of 10 Vietnamese having Unfinished dreams, there is a great opportunity to give back the energy to a community of aspiring dreamers. As the leading Energy Drink in Vietnam, Red Bull wanted to stay true to its mission of giving people The energy to charge ahead into their dreams.

Describe the creative idea (40% of vote)

As the leading energy drink in Vietnam, Red Bull wanted to elevate the category standards by not being just another energy drink. But genuinely creating modern and innovative solutions that solve real human needs. What if we found a way to transform 2,475 Red Bull cans to absorb and store thermal energy during the day and turn It into electrical energy to give life to dreamers at night? Red Bull presents— 'Give Life to The Night', An L.E.D. billboard powered by 2,475 Red Bull cans that absorb and store energy from the sun to light up the night.

Describe the execution (40% of vote)

We installed the billboard around basketball courts, parks and football fields where dreamers flocked to pursue their dreams during the day, but lacked the resource of light to continue carrying on their dream. To create the massive billboard made from energy-generating cans of Red Bull, we began by painting each aluminum Red Bull can black to better absorb thermal energy. Then, we attached TEG panels as semiconductors that transform the movement of electrons between the hot and cold side into electric energy. Finally, we created a custom power-bank to store all the energy gathered during the day and use it to light up the night. The billboard itself was tilted to maximize the absorption of heat from the sun during the day as it automatically turned on at 6pm, when the sun goes out.

List the results (20% of vote)

Since its launch last September 15, 2018, the billboard has given life to over 4 thousand dreamers, estimating a total of 4,925 added hours for people to get closer to their dreams. And dreamers didn't just show up and play, but the campaign became the talk of the town online. People even went as far as requesting for the billboard in their own communities. The billboard lit up with no added outsourced electricity emissions. It garnered 23.5+ Million in Total Reach with Over 55k USD in added PR Value. But more importantly, our campaign kickstarted a brighter future— where our technology can one day reach the lives of every dreamer in Vietnam.