Star Wars party for Red Bull

Energy drink brand Red Bull entered the world of Star Wars to co-promote the release of Episode III: Revenge of the Sith and to herald the new Red Bull F1 team at the 2005 Monaco Grand Prix.

Energy drink brand Red Bull entered the world of Star Wars to co-promote the release of Episode III: Revenge of the Sith and to herald the new Red Bull F1 team at the 2005 Monaco Grand Prix. Agency GSP was chosen by Red Bull to design a Star Wars-themed event at Monaco’s Grimaldi Forum during the Grand Prix weekend in late May. More than 400 guests – including writer and director George Lucas, James Bond star Roger Moore and comedian Eddie Izzard – mixed with official props from the Star Wars saga such as Stormtroopers, the Naboo Fighter and an X-Wing fighter supplied by agency Weird and Wonderful. GSP used two auditoriums in the Grimaldi Forum following a three-week build-up to the event. While one was deployed for a screening of the Star Wars finale, the second was used for an party which opened with a lightsaber-inspired laser and light show to reveal a themed, film-style stage set. Food stations serving Japanese and European cuisine were catered for by London-based Cellar Society. Aerialists, a DJ and percussionists from Groove Armada provided the entertainment. GSP director Emma Gold said: “We drew from our experience to create a movie set with a twist that offered the wow factor we feel is essential to stand out and leave a lasting impression.”

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