Our Reel
EN
Red Bull gives you wings, we provided the runway. Our decade-long partnership as lead agency for Red Bull Japan has resulted in the brand to become the top-selling energy drink in Japan which, in turn, has become one of its leading markets globally. From creative directing the launch of their first Japan-only cans to creating unique platforms in Japan such as the first E-sports tournaments, etc. It's been one wild, taurine-induced ride, and we rode it all the way home, together. Oh, and we've brought B-Boys, BMX riders and indie music lovers along for it.
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Following "The Orange Edition," USN was again in charge of the launch campaign for this season's new "The Ruby Edition" for the Red Bull Editions series. The Ruby Edition's goal is to give positive energy to those starting a new chapter in their lives under the concept, "Wiiings that bring out the inner sparkle." Based on this concept, USN created the copy, key visuals, original kits, and sparkle certificates, all catered to the Japanese market. Also, we planned and executed a special PR event that tied in with the concept, in which Japan's No. 1 YouTube star and Red Bull athletes played our original game, "Sparkle Grading," where the same game was also used for product samplings. It's safe to say that this campaign really made those wings sparkle!
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For the release of Red Bull's original documentary "ALL FOR ONE - SUPER GT, A Story of Humans and Cars" USN was in charge of producing a PR kit for motorsports professionals and media. The film, which focuses on SUPER GT and the individuals who support Team Mugen, has the same power as a movie. USN produced a DM in the shape of a real ticket to convey the "real" of the film from the moment you pick up the kit.
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USN was in charge of the launch campaign for "The Orange Editon,” a new product for Red Bull's limited edition series, the ”Red Bull Editons" line. USN developed and created key visuals, copy, events, influencer and special kits around the concept, "Wiiings that shine with happiness,” which we also proposed. Four events were held simultaneously in Sapporo, Shibuya, Umeda, and Hakata, with the main event in Osaka featuring a live performance by popular illustrator Chalk Boy. We also were in charge of the follow and retweet campaign, and the creation and production of an original coaster game to be promoted and sold separately on Amazon. Phew, I hope we didn’t leave anything out!
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Red Bull Race Day, the biggest motoring event held by Red Bull in 2021 under the concept “GO-ON Tokyo” or “Roaring Tokyo,” featured machines like Super GT, Super Formula, and MotoGP that roared throughout the city of Tokyo. For this event, USN was in charge of coming up the idea, design, and production of the DM, and yet again, we decided to go with something “out-of-the-envelope.” Based on the concept “GO-ON Tokyo,“ we designed the visuals of the DM so that the onomatopoeia of the roaring sound, "Go-ooh,” literally ripped through and popped out of the envelope. We designed the card, wanting people to wonder, “What the heck is this?” before even opening the envelope, which we then sent out to the media people
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Have you ever had a part stolen from your bike? Well, that's too bad. To promote the Red Bull Box Cart Race in Tokyo, where contestants had to build their own vehicles with spare parts, we deliberately parked 100 bicycles around the Shibuya/Harajuku area, with wheels and seats removed to make it look like they were "borrowed." We then purposely placed signs that were addressed to "the owner" of those bikes, promising to return the parts after the race was over. This publicity stunt gathered massive attention online, as well as on the streets including suspicious policemen. The policemen were smiling as they praised us for the clever idea, but asked us not to do it again. We never returned those parts.
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You name it, we did it, and we did it big. USN created a full 360° campaign for BC One Finals in Asia. We launched Red Bull's BC One Finals with a concept that combined traditional Japanese print and binding techniques with modern B-Boy aesthetics, which resulted in a huge success. Tickets were going faster than they could be printed, and as soon as they were sold out in three days, people started offering them online for over 35x the original value. Many at Red Bull still talk about this event, calling it the turning point in the Red Bull World. It certainly made our Head-Spin.
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After localizing many global Red Bull platforms, we were able to convince Red Bull HQ to create unique Japan-born platforms. Expectations were high, but like always, we delivered like we had wings. We created a 100% USN-like, planned and produced platform, "Live on the Road," that shed a bright spotlight on up-and-coming indie talents to give them the opportunity to really stand out and rock it in Japan's hyper-saturated music scene. Each band were to promote their own music and presence on the platform, which lead to a judging system where the most fan-endorsed band got to perform on the Red Bull stage at Summersonic Festival alongside Japan's renown rock band, ONE OK ROCK and a recording at the Red Bull studios in Europe. This event was such a success that it was then exported and incorporated to Korea and Australia as well. It's not easy being a rockstar in this industry, but it sure feels good.
