RedBull | 
Charge
to the Peak

How one man became the face of achieving the impossible dream

 

If a man with asthma and heart disease could defy the odds and climb the world’s toughest summits, what’s stopping people from charging ahead into their dream?

 

After RedBull's resurgence in 2018 as the leading energy drink in Vietnam, we challenged ourselves to create even deeper connections with our audience— all while highlighting the functional superiority of the brand.

 

We created a raw and cinematic film of Giang’s life— a humble dreamer who carried the weight of the world on his shoulders. In each stage of his life, he had to break through barriers to get himself closer and closer to conquering his dream.

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How the campaign thrived on social

Red Bull brought together dreamers from across Vietnam for the country's first online series, offering them a platform to turn their boldest ideas into reality. Contestants showcased their innovative concepts to a panel of esteemed mentors, all competing for the chance to see their visions come to life.​