The mission was to establish Red Bull as an alternative to drivers and car enthusiast instead of coffee.
Red Bull is big in Formula 1 but there will never be an F1 Grand Prix in Sweden. This was the best way to bring the feeling of F1 to Sweden.
We created a format where the consumer could qualify to the final in Stockholm at Norrbro. Then we invited all of the racing elite to meet them in the final. Prins Carl Philip did his racing debut in Red Bull Ultimate Driver and all the Swedish racing elite was there.
We then broadcasted the race in TV.
WE CREATED THIS