Red Bull is known for its adrenaline-pumping support of sports. To expand its reach, a worldwide 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, teamed up with TokyoDex to assemble a group of 20 Tokyo-based artists to paint and design Red Bull refrigerators. The project will also host gallery events including live art, music, and performances. Strategy SET and TokyoDex not only produced videos showcasing the talents of Japan artists, but also created websites, managed social media, and organized events to share the state of Tokyo's art scene with the world. For Red Bull, the project has succeeded in dispelling the corporate image of supporting action sports and instilling an image of supporting cultural ones.
