Red Bull Curates Canvas Cooler Tokyo
Energy drink giant Red Bull is known throughout the world for setting new standards in progressive marketing and PR strategies, and in recent years they been making a splash in art and music scenes across the globe. One example is the “Canvas Cooler” project, a multinational campaign that enlists up-and-coming artists in major cities around the world to design one-of-a-kind Red Bull refrigerators. When it came time to bring this hugely successful project to Japan for the first time, Red Bull turned to TokyoDex, and in both 2012 and 2013, and we produced every aspect of this comprehensive endeavor, including curation and exhibition, production of opening and closing parties, student competition coordination, original web contents cultivation, and successfully placing the refrigerators at over 40 cafes and bars across the city where they remain as functional artwork today. Finally, with our partners at SET Japan, TokyoDex directed two mini-documentaries that capture the projects from start to finish as they give a rare behind-the-scenes look at the vivid Tokyo art scene. Nearly 1000 guests came to the Red Bull Curates Canvas Cooler events in both 2012 and 2013. The project helped Red Bull Japan move beyond extreme sports and bring the arts into their core branding identity.
Nov 2012, Nov 2013