Red Bull Vietnam creates billboard, gives light to suburban areas

Red Bull Vietnam has launched its campaign “Giving Life to the Night”, creating a billboard that lights up during sun down. This was done by turning 2,475 recycled Red Bull cans into a renewable source of energy that converts thermal heat from the sun into electricity.The agency behind the campaign VMLY&R began its conceptualisation in 2018, drawing inspiration from research finding that having access to reliable, sustainable and modern energy is a challenge in local Vietnam communities.According to a press release, the billboard was set up in sub-urban areas about 40 minutes from Saigon’s city centre, providing Vietnamese with an additional 75 minutes of light each day. Stationed at poorly-lit street basketball courts, football fields and recreational parks, the billboard has provided an estimated 216.25 hours of renewable light since the beginning of the campaign, turning vacant areas into vibrant spaces for individuals to carry out their activities.“Giving Life to the Night” is part of Red Bull’s bigger campaign “Charge Ahead into Your Dream” which aims to empower individuals to fulfil their dreams.“Our work with Red Bull has always focused on moving beyond advertising and solving deep-seated, everyday problems. This campaign reflects who we are as an agency, and the passion our employees and clients share in being the voice of consumers. We’ve seen the positive social and environment impact of this campaign and are committed to inspiring the next generation of youths to work and fight for their dreams,” said Beer Poonnotok, chief creative officer at VMLY&R Indochina.