China Brand Launch

Red Bull



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.

品牌Red Bull(银色版)为其在中国的正式上市,委托Neocha执行其Canvas Cooler全球系列之上海站活动。

Canvas Cooler系列活动集结新生代艺术家和本土潮流场所持有人以创作兼备定制款设计和功能性于一身的艺术小冰柜(以Red Bull产品布满柜体)。

我们邀请了五位艺术家参与这次创意挑战,将外观空白的Red Bull冰柜幻化成为一件件艺术作品。最终成品在上海唯一的一场活动当天曝光,此次参与活动的艺术家包括:Idlebeats、Kim Laughton、咖小西、Arkham、大象和Chase Wills。


除此之外,在展览区域,我们策划邀请了当地创意文化引领者并设计展出了Red Bull音乐学院(RBMA)出版的For The Record一书。For The Record是RBMA十五周年纪念集,其中收录的对话及文章是来自世界顶尖的非凡艺术家和业内人士就当代音乐进行的深远挖掘和探讨。

Canvas Cooler Project


Kim Laughton

Ka Xiaoxi


Chase Wills & Elephant

For The Record