Alexander Herrmann and Tobias Bätz
Guest Chef October 2021
Inspired by a functional beverage from the Far East, Dietrich Mateschitz founded Red Bull in the mid-1980s. He created the formula of Red Bull Energy Drink and developed the company's unique marketing concept, which revolves around the world-famous slogan "Red Bull gives you wings".
The product's charming and witty advertising campaign was created together with Johannes Kastner. Art director Horst Sambo's skilful hand then gave birth to the brand's cartoon incarnation, which Tibor Hernádi lovingly brought to life in the film studio. Today, the campaign is run in more than 170 countries worldwide. It addresses a wide range of contemporary issues in a clever and liberal-minded manner. And the protagonists of these entertaining ads are just as varied as the topics. Ranging from the disappointed frog prince and the crafty Napoleon, to the thirsty Dracula, through to the smart zebra, they all give the campaign its unmistakable character and enhance the sophisticated brand personality of Red Bull.
The exhibition at Hangar-7 shows a digital selection of works from a total of more than 40,000 original drawings, cartoon frames, sketches and drafts. Red Bull's successful cartoon campaign represents contemporary advertising at its best.
From 23. May - 02. September 2018.