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Client: Red Bull
Brief: Drive the creative for a broadcast preview opportunity surrounding the Longleat leg of the Red Bull Air Race World Series, then produce, sell-in and distribute an on-site Video News Release (VNR) and cut a post-event Promo for screening on the big screens at the event.
Execution: CAN suggested a 1 lap race around Silverstone Grand Prix circuit between David Coulthard’s Red Bull Racing Formula 1 car, Superbike and Air Race plane, which flew through inflatable pylons just metres above the vehicles on the track. CAN Coordinated 13 cameras including on-boards, a steadicam and helicopter as the race commenced. A 15 minute VNR was produced on-site and uplinked to European satellites and BT Tower.
Results: As a UK project, comprehensive worldwide monitoring was not conducted, but confirmed ‘sightings’ in Red Bull markets across the globe prove the pictures were seen by at least 400 million people,including in the UK on Five, CNN, BBC News 24, Sky News, Sky Sports News & several magazine programmes. A 15 minute version was screened twice on Channel 4.