Red Bull’s epic new cinematic film called ‘Charge Ahead Into Your Dream’ is a piece of creative content marketing telling Hoang Le Giang’s story of conquering personal challenges as he tackles the world’s highest and toughest summits.
A dramatic allegorical story from the energy drink owner TCP features a young man’s passion for climbing and his tenacious commitment to fulfilling his dream of conquering the seven summits (supported by Red Bull on his adventure).
At its core, the campaign – created by agency VMLY&R Ho Chi Minh – is a fine example of character led adventure storytelling.
The film, helmed by Bangkok Sweetshop director Noah Conopask, Is set across an epic visual landscape and follows the story of influencer Hoang Le Giang’s physical and mental challenges.
The office worker and an adventurous dreamer was born with asthma and recently discovered he had a congenital heart disease, but Hoang defies the odds by pushing his body to the limits to cross the world’s toughest terrains.
The film has an epic visual and audio landscape: with stunning scenery, plus Hoang’s heavy breathing, thumping heartbeat audible amidst the howling winds.
There is powerful product placement too: in one moment of failure and frustration on a training for a climb, Hoang grabs a Red Bull to boost his strength and his will to continue and with the drink’s charge of energy he explodes through the thick wall, upwards and onwards to the mountain and he summits.
“With bold images and cinematic sound we draw the viewer in to our hero’s life and delve inside his world,” commented Conopask.
“We feel the weight of the day, the impatience and fatigue of being at the office. We are in sync with his excitement as the day ends and his true passion ignites. Red Bull being the extra edge that keeps him going.”
The campaign was created for client TCP Vietnam & Thailand by a team from agency VMLY&R HCMC that included Chief Creative Officer Beer Poonnotok, Creative Group Head Nick Nakpil, Copywriter An Tran, Senior Art Director Neena Felizzi Hernandez (Nichi), Agency Producer Charm Wall, General Manager Rachel Laffey, Senior Account Director Andre Chen and Account Manager Ngoc Le Nhu.
Line production was handled by CreaTV HCMC, the production company was Sweetshop, the Post company was Smoke & Mirrors Bangkok, with music and sound design by Song Zu Singapore.
Comment:
Advertising as creatively compelling cinematic content – this is classic Red Bull and it is genuinely worth a watch.
Links:
TCP
Red Bull
VMLY&R HCMC
https://www.vmlyr.com/locations/ho-chi-minh-city
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