Red Bull – Wings of Life

Nouveau spot publicitaire pour Red Bull mais cette fois-ci, rien à voir avec les sports extrême ou la Formule 1, car nous parlons aujourd’hui de la fondation Wings For Life, créé par Dietrich Mateschitz et Heinz Kinigadner (à droite), l’ancien champion de moto.

En effet en 2004, Heinz Kinigadner a vu deux membres de sa famille atteints de paraplégie, en l’occurrence son jeune frère et son fils, suite à des accidents de voiture. Bien évidement sensible à la paraplégie, Heinz Kinigadner a fondé la Wings for Life Spinal Cord Research Foundation, la Fondation pour la Recherche sur la Moëlle Epinière qui est, comme vous pouvez vous en doute, en cas de blessure la cause de la paraplégie. Entouré de scientifiques de Yale ou de McGill, la fondation a déjà financé près de 55 projets en 7 ans.

Un engagement logique pour Red Bull puisque la marque autrichienne a comme signature « Red Bull gives you wings » et quand on sait que la paraplégie vous empêche de vous déplacer normalement, combattre cette maladie a donc du sens pour illustrer la marque et son positionnement, dans un univers plus CSR.

Pour sensibiliser le grand public aux dangers liés aux blessures de la moëlle épinière, Wings for Life sort un nouveau site internet où l’on peut découvrir et redécouvrir le spot publicitaire produit en octobre 2011 avec David Coulthard, l’ancien pilote de Formule 1 (un sport où la moëlle épinière peut être touchée) et ambassadeur Red Bull, insistant sur le fait que « fate does not ask » (le destin ne choisit pas). La fondation Wings for Your Life est soutenue par d’autres athlètes sous contrat avec la marque comme Sebastian Vettel, Lindsey Vonn, Mark Webber, Hannes Arch, Andreas Goldberger ou encore Roman Hagara.



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