Gives You Wings

Red Bull is celebrating its 30th anniversary in 2017: Dietrich Mateschitz founded Red Bull, inspired by a functional drink from the Far East. The first energy drink was sold in Austria on April 1, 1987. This was not only the introduction of a completely new product, but also the creation of a previously unknown product category. At the same time, the cartoon-style bull was introduced: Red Bull's first animated commercials followed in 1989, inspired by none other than the universal artist Leonardo da Vinci. The commercials were developed by the agency Kastner & Partners and marked the beginning of a campaign strategy that has remained unchanged to this day: well-known characters, historical events or everyday things with which a broad audience can identify are used in a charmingly exaggerated story with an unexpected twist. Art director Horst Sambo created a unique, unmistakable style with the graphic implementation. The campaign is now running in over 170 countries and can rightly be described as probably the only global advertising campaign. The exhibition "Gives You Wings. 30 Years of Cartoons by Red Bull" uses Red Bull's successful cartoon campaign to describe how contemporary and successful advertising works. The show also raises questions about the nature and impact of advertising and teaches media and advertising skills in a playful way.

Curator: Gottfried Gusenbauer