#USA #Miami #Art Basel #Lucky Energy #Trashy Art

Lucky Energy's Creative Debut at Art Basel

In a groundbreaking move, Lucky Energy, a renowned name in the energy drink market, made a memorable entrance at Art Basel with an innovative initiative aptly named "Trashy Art." This activation, inspired by the interplay of art and sustainability, saw models collecting debris outside the Miami Beach Convention Center during the first two days of the art fair. They gathered 30-40 intriguing pieces of rubbish, which were then transformed into art and listed for sale on the innovative platform ArtBaselTrash.com. Each piece, priced at an unusual $13, symbolized the serendipitous nature of luck—transforming what some see as misfortune into creative opportunity. All proceeds from this initiative were earmarked for the charitable organization DonorChoose.

Richard Laver, the Founder and CEO of Lucky Energy, articulated the brand's ethos succinctly: “Lucky Energy is about inspiring people to create their own luck through humor and charm.” The "Talking Trash" initiative served to not only showcase their refreshing energy drinks, but also to challenge societal norms and provoke thought. The initiative reflects the brand’s commitment to injecting fun and laughter into the serious business of energy drinks and social responsibility.

Their Trashy Art exhibit sold various eclectic items, from tickets to a Miami Heat game, to an unopened Lucky Energy drink can with lipstick on the rim, and even a peculiar item—a long strand of black hair, rumored to have belonged to a celebrity sister previously married to a rapper. The blend of inspired products highlighted the quirky, unconventional approach Lucky Energy takes towards branding and marketing.

“Art is art is art,” said Hamid Saify, CMO of Lucky Energy. “If everything is art, why can't trash be categorized the same way?” With this philosophy, Lucky Energy sought to spark conversations, illuminating how our perceptions of value and beauty can be inherently flawed. As part of their cultural mission, they embrace the motto “when told we can’t, we do.”

The aim of the "Trashy Art" initiative wasn’t only to entertain but to provide social impact. The proceeds will support a locally-based children’s art program through DonorChoose, reinforcing the idea that creative ventures can fuel community growth and inspiration.

The founder, Richard Laver, has a poignant backstory that drives him to inspire hope and perseverance. A survivor of Delta Flight 191, which tragically claimed the lives of 137 individuals, Laver's journey has been one of resilience. After facing personal challenges, including homelessness and medical crises with his family, he sought to create a product that not only tastes great but also motivates individuals. His company, Lucky Energy, aims to provide people with the energy to forge ahead in difficult times.

Lucky Energy offers a cleaner, healthier alternative in the competitive energy drink industry, boasting products that are low in calories and free from sugar. Their unique recipes are formulated with five significant ingredients, including maca and beta-alanine, designed not only to invigorate but to empower.

For those interested in exploring more about Lucky Energy or picking up a piece of "Trashy Art," they can visit luckybevco.com or follow their journey on social media at @luckyenergyofficial.

In a world filled with negativity and challenges, Lucky Energy is making a clear statement: creativity and laughter can pave the way for change and inspire us to create our own luck, even from the most unexpected sources.