China Brand Launch
Client – RED BULL
Project Manager – Syvian
To help launch Red Bull in China, the brand tapped Neocha to execute its global Canvas Cooler Project.
The Canvas Cooler Project pairs up-and-coming artists with cool local venue owners to create custom and functional pieces of art: coolers (full of Red Bull product). We curated 5 artists and tasked them with the challenge of transforming a blank canvas-wrapped Red Bull cooler into an inspired work of art. The finished pieces were unveiled to the public in a one-night only exhibition in Shanghai. Participating artists included: Idlebeats, Kim Laughton, Ka Xiaoxi, Arkham, Elephant, and Chase Wills.
To learn more about the project, the artists, and the exhibition, check out the above documentary we created to capture the campaign.
Additionally, for the exhibition event, we curated an invitee list of local creative culture influencers and designed a presentation of Red Bull Music Academy’s (RBMA) “For The Record” book. For The Record is a celebration of RBMA’s 15th anniversary, in which it links up with a compelling selection of top artists and industry insiders to share conversations and essays on some of the most relevant topics in music today.
Exhibition Event
CVN 