Red Bull is known for its adrenaline-pumping sports support. 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 a long-standing relationship with global energy drink company Red Bull, collaborated with TokyoDex to form a group of 20 artists active in Tokyo, who painted and designed Red Bull's refrigerators. This project also hosts gallery events that include live art, music, and performances. Strategy SET and TokyoDex not only produced videos showcasing the talent of Japanese artists 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 shedding the corporate image of supporting action sports and instilling an image that supports cultural elements as well.
