Red Bull has released a campaign in Vietnam that showcases a passionate climber who defied the odds by pushing his bodies limits to explore the world’s toughest terrains.
The protagonist of the campaign film is Hoang Le Giang, an office worker and an adventurous dreamer who is born with asthma and recently discovered that he has congenital heart disease. However, that does not stop him in his conquest to conquer one of the world’s seven highest summits.
The film, created by VMLY&R Ho Chi Minh with the help of Noah Conopask, a director at Sweetshop, depicts Hoang’s journey as a young boy with an affinity for heights, to a man who persistently trains each night in preparation for his next epic challenge.
In a moment of failure and frustration training for a climb, he grabs a Red Bull to harness his strength and the will to continue. With a 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,” explained 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 is the extra edge that keeps him going.”
