“Penguins”
2025 Red Bull x Super bowl LIX
Our Big Game spot features a very fun, very simple, concept: that those who don't actually drink Red Bull won’t get wiiings.
Everyone loves to tease for the Super Bowl! A 360 campaign, keeping audiences engaged and driving excitement leading up to the finale.
Digital activation
Premise: Tap to slap the vending machine to earn a can of Red Bull.
Gameplay: We see a line with a can of Red Bull move up and down the vending machine. Tap to line up the perfect slap.
Snapchat Lens drives to dot.com where user claims a free Red Bull, and enters to win a Super Bowl watch party kit (Sonos speaker, Red Bull cooler, $250 gift card, and of course, lots of Red Bull).
Physical Activation
Design: Custom wrapped vending machine showcasing our penguin banging at the ice in an attempt to get a Red Bull.
Activation: In the weeks leading up to the Big Game, we placed our “Wiiing Machine” in key locations where they could receive a code to enter in the machine. Whoever received a specially marked can won a VIP Super Bowl Sunday watch party, hosted by Red Bull.
Cinemagraphs
Instagram & Facebook
To keep our campaign as simple as the concept, we used cinemagraph’s to tell the story of our frustrated
little penguins.
Carousels
Instagram & Facebook
Our first frame features product,
and second shows penguin scenarios where they just can’t get their feathers around a can.
Pause ad
Peacock, static
Sampling
Designed for our Super Bowl
watch party winner, with space
for a hand-written note.
Broadcast
What it was all leading up to.
Aired Super Bowl LIX, Q1.