Overview The brainstorming workshop, held in Munich for EHC Red Bull Munich (hockey) and Leipzig for RB Leipzig (football), focused on generating innovative and emotional ideas for 2026. The goal was to create concepts that inspire, surprise, and strengthen community bonds while positioning Red Bull as a conversation starter. Participants targeted key audiences, including club members, fans, matchday attendees, the Red Bull community, players, opinion leaders, and general sports enthusiasts.
Key Facts
An overview of the project, my role, and the key areas where strategy, design, and marketing came together.
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The goal of the workshop was to generate innovative, emotionally engaging concepts that strengthen community connections and reinforce Red Bull’s position as a leading and conversation driving brand. All ideas were developed with a social first mindset and designed to be actionable for future implementation.
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The main challenge was balancing bold creativity with practical execution. Concepts needed to resonate with diverse audiences, including fans, club members, players, and the wider Red Bull community, while remaining clear, relevant, and feasible within tight workshop timelines.
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Through a series of collaborative workshops, participants explored five strategic topics using creative ideation methods such as Quickfire Brainstorming, Brainwriting, and the 6 3 5 Method. Following the first workshop, the process was refined to increase efficiency, resulting in a larger volume of high quality ideas and stronger collaboration across teams.
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The workshops generated a wide range of creative and actionable concepts across five strategic focus areas, providing Red Bull with fresh ideas for future campaigns and community initiatives. Beyond the concepts themselves, the sessions fostered collaboration, encouraged new perspectives, and aligned diverse stakeholders around shared goals, creating a strong foundation for future innovation.
