client: Red Bull via Young Dogs

problem
Young Dogs Amsterdam hosted a pitch together with Red Bull. The problem? Usage of Red Bull while driving isn’t growing. And the traffic towards gas stations is declining. So the question for this competition was: how do we make Red Bull more relevant during the driving occasion?

insight

84% of drivers in Europe have one thing in common: they always listen to the radio when they drive. In the Netherlands, about 60% of all radio listening happens behind the wheel. That’s around 8 million people each week.

idea

We’re launching real-time radio ads designed to keep driver energized: wings on air. By using neuroscience techniques like binaural beats, rapid-fire speech and shifting sound frequencies – to stimulate the brain and sharpen focus. Think of it as an audio energy shot, deliverd straight through the speakers. We’ll tap into live traffic data to trigger our ads when drivers need them most. To top it off, each radio spot ends with a secret codeword – a verbal ‘key’ drivers can use at participating gas stations to unlock a Red Bull promo pack.

download the full pitch deck here
art direction: Alicia Michavila