Red Bull / Bullfire
Concept by Eve Giger (short version)Maximum sunlight. Maximum energy. Fuel the Longest Day.
June 21st—the summer solstice, the longest and brightest day of the year—is nature’s ultimate tribute to energy. Red Bull celebrates this force by merging human vitality with solar power in a breathtaking global event: Bullfire. Inspired by the Austrian Alpine tradition of lighting ceremonial fires on mountain peaks, Bullfire reimagines this ritual as a worldwide spectacle. At dusk, mountaintops across continents ignite—not only with flames, but with massive, glowing, bull-shaped installations. These radiant icons symbolize the powerful fusion of natural and human energy: the sun at its peak, and Red Bull at its boldest.
Experience Highlights
The Global Spark
In each participating country, a Red Bull athlete—an energy icon in their own right—leads a handpicked group of community members to a mountaintop gathering. These summits become storytelling circles, where energy flows through movement, music, and the warmth of firelight.
Marketing Activation
Before the event
The Red Bull community was activated through the rallying call “Light your Fire.” Participation was encouraged, leads were generated and the Bullfire Community was founded.
During the event
Live broadcasts from mountaintop celebrations were synchronized with a global ignition countdown—creating one shared, electrifying moment. Red Bull athletes, creators, and community members shared their #bullfire stories around the campfire and on social media, uniting the experience across cultures and time zones.
After the event:
Mini-documentaries and curated user-generated content captured each ascent, story, and flame—turning participants into co-creators of the Bullfire legacy.
The introduction of Bullfire Trails on platforms like Strava, Komoot, and Outdooractive allowed fans to retrace the routes—on-site or virtually—keeping the experience alive and growing.
Branding
The Red Bull logo was illuminated across vast alpine landscapes, from snowfields to rocky ridgelines—visible from valleys far below. Drone footage from above captured the scale, beauty, and emotion of the experience, transforming it into a mythical, cinematic memory.
Product Integration
Limited-edition Red Bull cans will feature a fiery flame design, symbolizing the spirit of Bullfire. On-site energy stations at each event offer chilled refreshments, branded gear, and immersive brand visibility.
Emotional Hook
As the sun fuels the Earth, Red Bull fuels the people. Bullfire isn’t just an event—it’s a pulse, a shared ignition of human energy under open skies. A moment where altitude meets attitude.
Target group
Adventurous, experience-seeking, outdoor-loving individuals who thrive on physical and emotional highs. Trailblazers, hikers, mountaineers, and Red Bull fans who value community, energy, and nature.
