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With any initiative, 63G strives to push the boundaries and to recommend ways to further exploit given opportunities. As part of the Lucky Strike F1 sponsorship, 63G sought to extend audience reach beyond traditional F1 enthusiasts. As such, it developed a consumer engagement programme that reflected the brand's core attributes through a platform that brought the world of the Arts and F1 together.

Tribe Art was born, an international initiative that targeted new audiences through events that expressed the brand through arts and lifestyle. Featuring commissions and artistic projects by both established and emerging artists a series of international exhibitions were staged. During the three years of the programme, over one million people visited the shows.