When I saw this video in the cinema, I had to cry. Not even the most dramatic movie can trigger these emotions in me, but that short "behind the sciences" film just hit me. I know that clever marketing guys are behind this film and I know that it is built up to get to the heart of the people, but I still just could not help it. Red Bull is usually rather known to support extreme sports and crazy athletes, but Canimation is a different kind of sponsoring. I just love when enthusiastic and motivated young people get a chance to show their creativity and get the recognition for it.
Red Bull somehow found a way to support people who are dedicated in what they're doing and at the same time profit from it also commercially. This is pure brand building and Red Bull managed to turn these millions of marketing spend into profit and into a brand, which is so valuable.
Canimation was a competition and Red Bull welcomed all creative people to enter with an animation, which used the blue and silver can as inspiration. The results of the winners can be viewed on http://canimation.redbull.co.uk/
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