Red Bull is known for its adrenaline-pumping support for sports. To expand its reach, a global art project called 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, has teamed up with TokyoDex to form a group of 20 artists from Tokyo to paint and design Red Bull refrigerators. The project also hosts gallery events including live art, music, and performances. Strategy SET and TokyoDex not only produced videos showcasing the talent of Japan artists, but also created a website, managed social media, and managed events to promote Tokyo's art scene around the world. For Red Bull, the project has helped to dispel the corporate image of supporting action sports and instill an image of supporting culture as well.
