BECOME THE NIGHT | RED BULL
Under the banner of Red Bull at Night, we were commissioned by Red Bull to engage consumers, press, and industry with an unforgettable nightlife experience.
Looking at what makes the best night out, Reuben Feels had the brilliant task of redefining the way that Red Bull as a brand engages consumers and on premise.
The best night out just feels right, serendipity, in the moment – you’re in the right state of mind...
Across 3 nights, with a cast and crew of over 80 Reubenites, we created Become the Night, a rollicking and surreal action adventure. This piece, part promenade, part site specific, transformed the streets of London into a playground that inspired people to say YES to the night.
Our audience’s evening was interrupted by a mysterious character with some enlightening ideas. His interference led them into the depths of Soho’s underbelly; they were interrogated, kidnapped, covered in glitter and abducted by a gaggle of drag queens... and it was all part of The Oracle’s master plan to say YES to the night.
As part of the piece we created a microsite to host the online competition. We also delivered pre and post video content, and produced a bespoke music track.
