Redbull has been taking strides to reduce their carbon footprint. All cans are 100% recyclable: once they’ve been collected and reached the recycling facilities, not the tiniest bit of aluminum is lost. They can be melted down and reused an infinite number of times with absolutely no loss in quality. Using reclaimed aluminum comprises a 95% saving in energy compared to using new aluminum.
To support communication between the brand its users, the proposed campaign was developed, purely focusing on the story of Redbull’s mission. Hand drawn illustrations stayed on brand, while halftone graphics were introduced to create a clear distinction between preexisting brand collateral. Posters and billboards were also developed to further support the message.
