We contacted young artists from the famous JJ School of Arts in Mumbai, and using 1906 empty Red Bull cans we created a life size replica of a Formula 1 car. World’s first Formula 1 car made out of tin cans. This concept was never done before. We displayed this eye-catching installation accompanied with a message in back drop mentioning the date of event. Everyone who saw it started talking about it, the event and about Red Bull. This art was displayed free of cost across six key shopping destinations and youth hangouts across Mumbai, reaching out to 10,000 thousand youth in just 10 days. Additionally, popular newspapers and TV channels covered this artistic creation and another 50,000 Mumbaiites got to know. Every exposure had double the impact as it was truly innovative and captivating.

In merely 10 days, this execution generated 15,000 online recorded conversations in Mumbai. And free PR in print and television worth 1 million Indian Rupees. A staggering 26,000 youth turned up to watch the event, in a 20,000 capacity area. We used Red Bull cans to make Formula 1 car for a Formula 1 event, organised by Red Bull. It was a solution created for the brand, using the brand and also became the medium.