Sunday, 6 June 2010

Red Bull

As a hardcore red bull addict, downing 2 cans a day is normal for me. So after stacking a wall full of cans I had this idea of doing something sculptural with them. I thought I would google red bull and see what I'd get, and to my astonishment I stumbled into this amazing Art of Can campaign that seems to have been going on for years.

The Red Bull Art of Can is a "nationwide hunt for creativity and is open to everyone". Exhibitions have been held since 1997 throughout the US, Europe and as far as New Zealand. The rules are simple. Buy a can of red bull, enjoy it, and instead of throwing it away do something creative with it. And it seems like artists are relishing the idea.

Red Bull have been having a fantastic marketing strategy. I guess it began with the slogan Red Bull gives you wings and it just spiralled aggressively. Besides sponsoring and owning numerous sports teams, it established the Red Bull Air Race and owns 2 F1 racing teams.

After disappointing seasons at the beginning, one of the teams, Red Bull Racing managed to climb up the constructors championship ladder. The team was leading this year's championship, but an incident between the two drivers while competing for the First and Second positions cost them dearly and at the moment the team is a point behind in second place.

From a simple beverage drink, this company managed to influence sports, engineering and the arts. I wonder what's next for them?

The pictures in this post are from the Red Bull Art of Can Exhibition that took place in London at 2005, more can be found at this flickr set.

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