Financial newspaper and internet portal The Economist invited members of the public to ride the bull in an installation set up in Dallas, Texas, timed to coincide with interest in the future growth of the stock market, real estate and retirement savings plans. A mechanical bull was placed in an inflatable safety area in the Economist’s red colour. Saddles were labeled with “Stock Market”, “Real Estate”, and “401(K)”. The installation asks the question, “How long can you stay on?”.
The Bull Riding campaign was developed at BBDO New York, by chief creative officers David Lubars and Bill Bruce, senior creative director/copywriter Kara Goodrich and creative director/art director James Clunie.