In a move to broaden its reach beyond the adrenaline sports world, Red Bull conceived a global arts project called Red Bull Curates Canvas Cooler, involving artists from major cities all around the world. Strategy SET, which has a long-standing relationship with the global energy drink company, worked with TokyoDex to curate a group of 20 Tokyo-based artists and engage them to paint or design Red Bull refrigerators. The project opened and closed with gallery events that included live art, music and performance. Strategy SET and TokyoDex created a video that showcased the talent of the local artists and provided an insight into a slice of the Tokyo art scene. Every aspect of the project was managed, from the website to the social media to the events and video. For Red Bull, the project was a successful foray into a more cultural arena beyond action sports.