@Hue & Cry
Hennessy x NBA Global Games
Task Summary
Hennessy activation for NBA fans outside the stadiums on game day.
Experiential
-
Print Communications
-
Concept
-
Experiential - Print Communications - Concept -
The pop-up’s aim is to elevate the profile of the NBA fanbase while continuing to cultivate brand awareness and desirability.
The NBA will play 2 games from the 2023/24 season outside of USA. We were tasked with designing a Hennessy experiential and retail pop-up concept that brings to life this year's campaign - a celebration of a culture born on the court.
As the official Spirit of the NBA, Hennessy have the opportunity to showcase and activate their brand partnership at the NBA Global Games. We designed an activation toolkit to be provided to markets with information and guidance needed to activate a luxury and engaging Hennessy experience for NBA fans outside the stadiums on game day.
The space is a premium Hennessy consumer experience for NBA fans that brings the off-court culture of NBA basketball to life in an immersive and engaging way. Offering fans an opportunity to sample Hennessy VS and VSOP, purchase (and personalise) limited edition Hennessy x NBA bottles, and create unique content to share on their own socials.
The design of the space had to reflect the look & feel of the new key visual, limited edition Hennessy x NBA VS and VSOP bottles and hero a deconstructed 2023-24 red & silver basketball. As part of a strategic cultural play for recruitment, it particularly targets a new younger generation of Hennessy drinkers.
The immersive spectacle encapsulates the very spirit of the game by creating a slam dunk moment and celebrates a culture born on the court and its influence far beyond the arena with food drinks art and limited addition jerseys.
Our retail units embody the perfect blend of urban spirit and refined luxury.
Drawing inspiration from the make-shift aesthetics of the streets, we elevate raw materials to create a captivating shopping experience. Urban Court surfaces merge with clean steel, smooth concrete and gloss red acrylic to create a modular adaptable retail displays. Slatted back lit wood forms an eye catching vibrant canopy over the retail space.
Although the activation was primarily for the the games, it recently has been rolled out in Frankfurt International Airport. Giving travellers an exclusive encounter with the Hennessy V.S.O.P Limited Edition. To connect travellers to the experience, they are invited to have a seat at the bar and enjoy a tasting session, The activation also offers an Instagrammable spot, allowing visitors to capture their basketball prowess with a Hennessy basket dunk. The experience is expected to resonate with locals and travellers passing through the airport.
