I love Red Bull, but I often wonder how far they can stretch their ‘creating culture’ ethos. This is Red Bull Creation, it’s like a 72hr scrap heap challenge. Not entirely new, but it’s pretty cool none the less, and it will be interesting to see what they creators come up with. It’s summed up as ‘ingenuity’, the proof will be in the creaitons I guess. For me as a hardcore Red Bull fan I love the fact that they’re constantly pushing the boundaries in the world of action sports and adventure, but for me, the further they drift away from this passion point, the less relevance they have in my life.