Red Bull is known for supporting adrenaline-pumping sports. To expand its support, a global art project called the Red Bull Curates Canvas Cooler was organized, involving artists from major cities around the world.
Strategy SET, which has built a long-standing relationship with Red Bull, a global energy drink company, collaborated with TokyoDex to form a group of 20 artists active in Tokyo, who painted and designed Red Bull's refrigerators. This project also held gallery events that included live art, music, and performances simultaneously. Strategy SET and TokyoDex not only produced videos showcasing Japanese artists' talents but also handled everything from website creation to social media management and event management to share Tokyo's art scene with the world. For Red Bull, this project succeeded in dispelling the corporate image of supporting action sports and instilling an image that supports cultural elements as well.
