New World Record

Recently I've been getting into other types of action sports such as snowboarding and skiing.  I had never really had any interest in these until very recently and there's a ton of cool stuff surrounding those sports, and they're a lot tougher than one would imagine.  Anyways, I got to looking at some of the Red Bull ads and I came across not really and ad, but an event.  I guess you could say this event served as an advertisement, but more importantly I think it signified how Red Bull wants to be viewed by the general public: Bad Ass, with a capital B.

Every year Red Bull does something crazy and wild to get people's attention and to remind them that they are extreme and love taking it to the limits.  Last few years they've constructed these giant ramps and jumps up in the Alps and had snowboarders and skiers come up and hit some of the biggest tricks in the world.  Here's a link to some of the past events they've had all combined into a commercial: Red Bull

This years event was aimed at breaking a free fall world record.  This type of stunt is outrageous and awesome at the same time.  The fact that they got someone to agree to jump from 128,100 feet is beyond me but yet again, Red Bull does what most think is impossible.  Here's the link to the highlights of the event if you missed it Free Fall World Record - Red Bull
Events like this stick in my mind like no other, which is why I think of Red Bull immediately when words like crazy, mind blowing, adventurous, and daring come up.  In my mind, this is why Red Bull has remained as the undisputed champion of the action sports world.

Here's a mini Creative Brief on Red Bull.

Advertising Objective:  To show the world that Red Bull remains at the top of the action sports world.  They want people to know they are continuing to take things to the next level.  They want people to be able to connect their extreme and daring side to Red Bull.
Who:  People who like to take their every day life to the next level.  They have a past of enjoying nontraditional sports such as snowboarding, skiing, skateboarding, and biking.  They enjoy being the first to do something and don't mind putting themselves in danger to do it.  Their goal is to do things on a daily basis that will be a good story to tell their kids one day.  They aren't scared to do anything and are probably the leader of their friend circle.  They enjoy hanging out with friends more than anything else and don't stress about school or work.  They aren't into "name brands" or "chain stores."  They most likely shop at local places and don't have a twitter.  They probably do have a facebook page in order to show their friends photos of their latest outings.
Insight:  I live to feel the rush
SMP:  Take things to the next level each and every day
Why Believe:  Red Bull has continually pushed the limits each and every year.  They strive to be the first to do a stunt and always try to do it on a national stage to get the most viewers out of it in order to create "buzz."  They have consistently impressed the world with their extreme new stunts.