Red Bull

Over the last three years, ABEL has served as the creative agency of record for Red Bull New Zealand, cementing a partnership built on high-octane storytelling and local cultural resonance.

Since winning the account in late 2023, the agency has been responsible for evolving the brand’s presence in Aotearoa by blending Red Bull’s global "gives you wings" identity with work that speaks directly to the Kiwi spirit.

From refreshing the brand’s iconic hand-drawn cartoons with local wit to helping execute large-scale activations. By collaborating as one team, ABEL has ensured that Red Bull remains deeply embedded in New Zealand’s adventure and youth culture.

Cultural Localisation: Adapting global assets to ensure they resonate with the unique "pioneering spirit" and humor of New Zealanders.

Execution: Managing a diverse portfolio that includes TV, social, radio, OOH, and experiential events.

Iconic Events: Aiding in iconic events like the Red Bull Trolley Grand Prix, which engaged thousands of spectators through a mix of digital storytelling and physical activation.

Bespoke Experiences: Designing high-impact direct mails and activations that give wiiings to kiwis all over the country.