Project Four:

Red Bull: Expect the Unexpected

Those who’ve reached midlife feel they’ve hit a dead end, and the days of wild experiences and being kept on their toes are in their rearview. Each passing day is as expected and mundane as the last.

Redbull can help re-energize their life by challenging them to do the unexpected and redefine their ordinary.

This social campaign and contest would launch through Redbull’s official platforms and tap into an older demographic that is not the typical consumer. The campaign is meant to drive engagement and reach, creating buzz around the brand with the contest and campaign ads. The contest would feature the branded hashtag challenge #ExpectTheUnexpected, which will be used as a form of submission for future ad placements for this campaign to bring light

Following the contest announcement and campaign launch, Redbull will also release a series of short-form documentary-style videos for Instagram, TikTok, and YouTube, providing a platform for those who used their midlife crisis to empower themselves to do the unexpected.