Over the past decade, Red Bull has become the primary drink of extreme sports. When you position yourself as the fuel for adventure, it is inevitable until people subconsciously tie your name to reckless behavior.

Red Bull is a can of physical and mental readiness and is fueling the mental adventure as much as the physical—empowering risk-taking backed by clarity, not rashness.

We took that message to the streets of Melbourne, and through a set of visually captivating billboards, creatively captured that message. Followed by a 3-week paid digital media run. Generating 3.7M brand impressions, built-in shareability, and a 147% increase in local sales.

"We empower through clarity, not rashness."