Together with Live Nation, Red Bull launched its first-ever limited edition music festival can & 4-pack. The design leverages the IP of some of Live Nation's biggest partner festivals (Gov Ball NYC, Lollapalooza, Bonnaroo, Austin City Limits, EDC Las Vegas) and is a celebration of both music festivals and the fans who attend them.

Inspired by the stacks of wristbands adorning the wrists of fest-heads everywhere and the energy that only comes from being immersed in the crowd, the limited edition product is a culmination of many months of hard work.

Creative Direction: Steve Raggiani 
Art Direction: Louie Zuniga, Max McKee
Design: Julia Hoven

Each can features a custom Snapcode (with everyone's favorite social ghost donning a festival fanny pack), which fans could scan in order to unlock Red Bull's Festival Run game and play for a chance to win festival tickets. Five challenging levels coincided with each of the partner festivals, with top scorers winning prizes that ranged from GA festival tickets to an all-inclusive flyaway for them and a friend.

Did I mention the can is the first of its kind? It features innovative UV-technology, which is really just a lofty way of saying it glows. The following video played at major nightclubs and venues throughout Las Vegas while the limited edition can was in market and in the weeks leading up to EDC Las Vegas. 

It's not everyday the iconic Red Bull can gets a new look. The new-to-market can & 4-pack became an unofficial signifier that festival season had started and Red Bull was there to give festival-goers wiiings.