This multi-sensory promotion packaging Red Bull Illume was developed in cooperation with ROX Asia Consultancy. This innovative promotional package sets the scene for the „Red Bull Illume 2013 Image Quest“ a photo competition for sports and action photography. On opening the packaging, a logo lights up and the sound of a charging flash sounds simultaneously transporting the customer directly into the world of photography/glamour. The media kit, consisting of the innovative packaging solution and a USB flash drive in the form of a Leica camera with additional information about the competition, brings the Red Bull Image Quest impressively to life. The exclusive soft-touch finish combined with the UV gloss varnish lettering "Prepared to be" gives the packaging a particularly elegant, eye-catching appearance. The box is closed with a magnet built into the box. When you open it, the built-in light sensor activates the light animation and the clicking sound of a camera shutter is triggered simultaneously. This "must-have", makes the most of sensory effects.