We were honoured to undertake the design of Red Bull's inaugural Limited Edition Can in India.
Red Bull's vision for this limited edition can was to encapsulate the essence of holidays and celebrations in India. Inspired by the vibrancy and intensity of Indian celebrations, we conceptualised an illustrative design that captures the exuberance of these festivities. Thus, the aptly named 'Celebration Can' was born.
Our approach to this design was to focus on the diversity, inclusivity, and dynamism of celebrations in India, rather than delving into specific roots, values, or religious affiliations. We aimed to highlight core human values and the spirit of celebration that permeates our country. Whether it's the euphoria of festival seasons or the collective jubilation witnessed during significant events like India's Cricket World Cup victory in 2011, celebrations in India are characterised by amplified sights and sounds. These celebrations transcend beyond religious or cultural boundaries and manifest in various forms, whether it's bursting crackers, serving biryani and sweets, or partaking in street revelry at weddings or political victories.
Our campaign encompassed a comprehensive strategy, from designing the single can to crafting a grand illustrated panorama. This panorama served as a visual narrative, showcasing how the elements depicted on the can come to life in an imagined landscape. In addition to the limited edition Celebration Can, we developed a pack of four cans and a special Virtual Reality 6 Pack. The VR 6 Pack included a pair of virtual reality glasses, transforming the entire packaging into an immersive VR setup.
Through this virtual reality experience, users could dive into an animated 360-degree world of festivals, where the celebrations depicted on the can came alive. Furthermore, the VR experience featured two integrated VR games—Red Bull Jod Ke Tod and Red Bull Kite Fight—for an engaging and interactive gaming experience. Additionally, we designed the Celebration Can Influencer Kit, presented as a vintage-style mini trunk (peti), containing a can, foldout VR glasses, and a panoramic print.
Team Bombay Duck Designs:
Sameer Kulavoor, Zeenat Kulavoor, Ashutosh Dhanawade and Prince Lunawara.
Client Team: Abhinav Singh and Avinash Pant
VR Team: Varun Ramanna
2017