The Way of the Wildcard
Red Bull wanted to inspire a younger audience by showing that sporting success can come from all backgrounds.
Using our Real Story Network we proactively took stories to Red Bull of unconventional athletes, allowing Red Bull to stand out from the noise and show a more human side to extreme sports.
We created “The Way of the Wildcard”, a four part series that shows where you’re from can fuel your success. It wasn’t about having money, or support, or special treatment - all these athletes needed was themselves.
The series was launched on Red Bull TV and earned national PR coverage on Sky News and was supported by an online and grassroots campaign taking the #wayofthewildcard message to inspire and give practical advice, empowering young people to take up sport.