This project isn’t very recent, I know, but I only discovered it yesterday and I thought I’d share it because I believe it’s an interesting example for more than one reason. Firstly, it showcases the collaboration between two well-known brands creating a brand activation in a sector related to theirs but not their core business. Secondly, they managed to create something from idea to final result that leaves a strong impression on people’s minds.
Prada Linea Rossa once again supports a Red Bull athlete, Spanish kayaker Aniol Serrasolses, who challenges the rules of his sport by tackling a 20-meter ice waterfall in an unprecedented expedition into the heart of the Arctic.
A video documents the athlete’s record-breaking feat, a 36-hour journey through narrow caves and tumultuous waters before the impressive leap from the waterfall—an audacious expedition in a landscape dominated by ice and freezing water.
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