Red Bull Vietnam

Brand Urbanism

Red Bull Brightens up Community Spaces in Ho Chi Minh City

Red Bull reimagines billboards as stadium lights to illuminate community spaces in Ho Chi Minh City's suburbs.

Red Bull put its marketing in the Vietnamese market to good use by reviving community spaces in Ho Chi Minh City’s suburbs with illuminated billboards that open up recreational spaces to be used at night. The project ‘Giving Life to the Night’ focused on poorly-lit and under-utilised recreational spaces such as basketball courts and playing fields where the community could otherwise thrive and individual dreams and goals develop. Red Bull and VMLY&R recycled 2,475 Red Bull cans to create solar-powered billboards that light up at night like stadium lights.

The project creates urban infrastructure with renewable energy in places where it is otherwise limited, creating better access to safe community spaces and showing what brands can do to support local communities.

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Brand Urbanism

A growing number of consumer brands are investing in the city, working together with cities to find solutions for urban issues. In a time of austerity, brand urbanism provides local governments with more possibilities in realizing ambitious projects, while giving brands a one-off opportunity to show their involvement in and responsibility for the city.

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