VMLY&R Vietnam and Red Bull give Life to the Night with recycled cans
Red Bull Vietnam and VMLY&R have revealed a project that has been making a difference in Saigon’s suburbs.
‘Giving Life to the Night’ is a unique innovation, where 2,475 recycled Red Bull cans were turned into a new and renewable source of energy that converts thermal heat from the sun into electricity, creating a billboard that lights up during sundown – giving birth to community spaces that people can enjoy at night. The campaign is part of Red Bull’s ‘Charge Ahead into Your Dream’, which aims to empower individuals to fulfil their dreams. Red Bull and global marketing agency VMLY&R began the campaign conceptualisation in 2018, using a blend of research and existing consumer insights to identify a challenge pertinent to local Vietnam communities – access to reliable, sustainable and modern energy. Despite being one of the region’s fastest growing economies today, Vietnam still faces infrastructure constraints, even in its top-tier cities.
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who is the art director of this red bull proyect?