Lucky Energy made a memorable debut at Art Basel with its innovative “Trashy Art” activation, transforming garbage into art for a charitable cause. Over the first two days of the high-profile art fair, models collected litter outside the Miami Beach Convention Center, curating 30 to 40 pieces of refuse that were later sold on ArtBaselTrash.com for $13 each—a nod to the idea of turning the unlucky into luck.
“This unique expression of our brand identity challenges conventional thinking,” said Richard Laver, founder and CEO of Lucky Energy. He emphasized that the initiative aligns with the company’s mission to rethink cultural norms and inspire perseverance. Proceeds from the sale will benefit DonorChoose, alongside a separate donation supporting a Miami-based children’s art program.
The initiative featured an eclectic mix of items on sale, including tickets to a Miami Heat game, a can of Lucky Energy Drink marked with lipstick, a rumored celebrity hair strand, and even an empty can of competing energy drink Red Bull.
Hamid Saify, CMO of Lucky Energy, remarked, “Art exists as its own entity, regardless of definition. Why can’t trash fall into that category?” This bold approach aims to spark curiosity and conversation, resonating with audiences who value humor and creativity.
Laver, whose personal journey is marked by tragedy and resilience, founded Lucky Energy to inspire others to overcome their challenges. Surviving the Delta 191 crash as a child, Laver faced hardships, including homelessness and personal loss, but transformed adversity into purpose with his company. Lucky Energy aims to provide a cleaner alternative in the energy drink market while fueling social causes that matter.
To learn more about Lucky Energy and Trashy Art, visit www.luckybevco.com and follow @luckyenergyofficial on social media. Please contact Valeria Carrasco at [email protected] with any questions.