Red Bull steps back to create viral video hits

08/29/2011 |

To create its viral video hits, Red Bull eliminates as much branding as possible and focuses on creating clips that stand on their own merits. Some recent clips show parkour athletes flinging themselves around exotic locations, with Red Bull logos glimpsed only in passing. "You might not have the budget of a Red Bull but it is important to understand the thinking behind what they do," writes Niall Harbison.

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