The book »Wie der Bulle fliegen lernte – Die Cartoons von Red Bull« (»How the Bull Learned to Fly – The Red Bull Cartoons«) presents a collection of the famous Red Bull commercials published over the past 30 years. A product that was going to change the world marked the beginning – the brand Red Bull now conveys an awareness of life. Cultural openness, nonconformism, commitment and confidence play a significant role, but also humour and a little touch of self-irony: »If you can laugh about yourself, you get more out of life.« Exactly these properties – body and mind, energy and wings, humour and self-irony – formed the point of reference in the graphic realisation of the cartoons, which are published in a book for the very first time.
The publication presents the drawings by art director Horst Sambo, which provide the basis for the famous commercials. These were brought to life by Tibor Hernádi and Cartoon Garage in Hungary. The book not only features well-known stories but also shows previously unpublished comic strips.