2013 Winners & Shortlists

RED BULL FLUGTAG APPLICATION KIT

Client/BrandRED BULL
Product/ServiceENERGY DRINK
EntrantJWT Riyadh, SAUDI ARABIA
Type of EntryDesign
CategoryFLYERS, TICKETS, INVITATIONS, POSTCARDS, CALENDARS, CHRISTMAS AND OTHER GREETINGS CARDS
Entrant Company JWT Riyadh, SAUDI ARABIA
Advertising Agency JWT Riyadh, SAUDI ARABIA

Brief Explanation

- The concept of Flugtag was completely new and alien to Saudi Arabia- We needed to educate about the concept. - Saudis would not be eager to apply unless engaged. - Teams needed to be excited about the concept in order to fill the application form and sketch their designs

The Brief

- Red Bull Flugtag is the biggest brand building event from Red Bull- Teams need to create their flying machines (without a motor) and fly it for the furthest distance off a ramp and into the sea- In order to recruit these teams, the agency was briefed to create a creative concept for the Team Application pack. - The pack would be distributed by Red Bull’s roaming promoters (Wings Team) in order to recruit teams to build their machines. The Promoters were going to target businesses, universities, restaurants

How the final design was conceived

- The concept of Flugtag is very simple- If approved, a team of five builds a flying machine, the team that flies the furthest out of a ramp wins. - With the above rationale in mind we created a scale down version of the ramp that they can build- They can also build their own locally relevant local flying machine that they can sling shot into the distance from the ramp.

Indication of how successful the outcome was in the market

- Out of 400 Direct Mailers produced, Red Bull received 280 applications and sketches. - All the Flugtags in the World have 25 to 28 teams that fly off the ramp- Flugtag Jeddah had to accommodate 34!

Credits

Name Company Position
Hashim Hashim Jwt Managing Director
Habib Choueifaty Jwt Senior Account Director
Toufic Tawily Jwt Creative Director
Paul Nurse Jwt Associate Creative Director
Carl Jreissati Jwt Account Manager
Tony Nassif Red Bull Country General Manager
Tarek Guzman Al-Khalil Red Bull Marketing Manager
Raghid Cheaib Red Bull National Field Marketing Manager