"You've got 72 hours." That’s what Red Bull said when they called, asking for a credentials presentation. They were renewing their agency roster, and Nomads had made the long list. Naturally, no one wanted to go with a “death by PowerPoint” approach—not us, anyway.
Instead of just throwing together slides, we gave ourselves a brief: not to create another “extreme sports thing” but to tap into a different audience—the hundreds of thousands of office workers in Dubai.
Our mission? Show them how Red Bull could energize their workday. We decided to reinvent the dreary office cubicle. The Red Bull Office Cubicle wasn’t your standard, soul-sucking one-person cell. It had a climbing wall, a hammock for power naps, and other features to supercharge productivity. Then we went all in and built it—a 4-meter-high, fully functional prototype. That's what happens when your creative team isn't just great at copywriting, but also at woodwork.
We didn’t stop there. We took it to the people, asking our Facebook community what they’d want in a Red Bull Office Cubicle. Their ideas? A fridge stocked with Red Bull, a grass carpet, a window with mountain views—all of which we added to the prototype.
When Red Bull arrived at our office, they walked into an experience like no other: a crowd-sourced, real-life brand activation that opened up new possibilities for market growth.
We landed a spot on their agency roster for the Middle East and North Africa. But even if we hadn’t, this would still have been the most fun any of us had ever had in 72 hours—with our clothes on.
Watch the time-lapse video of the build of the Red Bull Office Cubicle.
Through Facebook we crowd-sourced extra features for the Red Bull Office Cubicle.
Snapshots from 48 hours of creating and crafting ideas together.
Watch 2.5 minutes of creative collaboration.