Red Bull : Exploring Para//els

Danseurs et athlètes attirent un public différent mais la puissance et la beauté qui s’en dégagent sont relativement similaires. C’est cette idée et observation qui est au coeur de la nouvelle mini web-série de Red Bull, Para//els (lire Parallels), qui explore les similitudes entre la danse et le mouvement sportif.

Screen Shot 2014-08-05 at 17.00.35

Raconté par Harry Shum Jr, l’acteur et danseur plus connu pour son rôle dans Glee (et qui a aussi démontré tout son talent de danseur dans une pub pour l’iPod), les trois épisodes de Para//els ont une structure similaire, entrecoupant des séquences d’athlètes et les corps de danseurs en mouvement.

Ici dans « Rhythm », premier épisode de Red Bull Para//els, les mouvements du skateboarder Johnny Johannes et du breakdancer Kid David s’entremêlent parfaitement.

Kid David - Editorial

Au total il y a pour le moment 3 épisodes de Parallels. Dans « Grace », c’est la grâce de la ballerine Kylie Lewellan qui sera mise en parallèle de la performance de l’athlète de motocross freestyle Alexey Kolesnikov alors que « Control » juxtapose le cascadeur et danseur acrobatique Remi Bakkar à un trio de freeriders.

Kylie Lewallen - Editorial

Remmi Bakkar - Portrait

C’est une démarche intéressante pour Red Bull, surtout connue pour sa présence et son ultra-domination dans les sports extrêmes, ce qui permet à la marque de s’ouvrir à de nouveaux territoires et d’un point de vue marketing de montrer que le produit, le Red Bull n’est pas uniquement réservée aux sports extrêmes et sports de glisse.

Cette web-série autour de la danse coïncide avec une autre célébration de la danse par une autre marque du sport, Under Armour, dont la campagne pour les femmes, #IWILLWHATIWANT, met en scène une danseuse de ballet Misty Copeland.

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