Red Bull The Way of the Wildcard

By
JustSo
Date Launched
April 25, 2018

The Challenge: How do you make profile films about elite athletes that younger viewers can actually relate to and be interested in?

The Approach: Red Bull, known for extreme sports athletes, needed a fresh angle. Way of the Wildcard championed runners, rowers and cyclists from unexpected places, revealing how their unconventional backgrounds fuelled extraordinary success.

The Results: 3.2 million combined views across 7x episodes
Awards at Brand Storytelling at Sundance, Realscreen (x2), Kinsale Sharks 
A coveted Grierson British Documentary nomination

Editor's Picks

The hidden rules of the new media monopoly game
The hidden rules of the new media monopoly game

Principal media buying was once the preserve of TV sales teams. Now it’s powering platform revenue — and mid-market brands are getting squeezed.

By
Natasha Randhawa
April 10, 2025
Why culture is rejecting brand tourists
Why culture is rejecting brand tourists

Why brands need a visa to show up in culture, and how to earn it.

By
Natasha Randhawa
March 30, 2025
What Gen Alpha reveal about the rest of us
What Gen Alpha reveal about the rest of us

A generation growing up with contradictions, co-viewing and complete control — and what that says about where culture is heading

By
Natasha Randhawa
March 17, 2025
The Performance Treadmill
The Performance Treadmill

Brand building remains overshadowed by quick-win metrics. Perhaps it’s time for a rebrand.

Trust, accountability and purpose: The Kite Factory's winning formula
Trust, accountability and purpose: The Kite Factory's winning formula

CEO James Smith on how a culture of accountability and effectiveness have helped to build one of media's most trusted independents.

No items found.
Technology
Technology
Media
Media
Creative
Creative
Trends
Trends
Data
Data
Podcasts
Podcasts
Campaigns
Campaigns