Court Beyond Limits
In 2021, our Hennessy x NBA takeover at Sydney’s Icebergs went viral – worldwide. For 2022, our challenge was to make an even bigger, bolder splash, and firmly cement Hennessy as an iconic luxury
Drawing on the Hennessy court we’d previously created, this activation was all about ‘Courts Beyond Limits’. That now famous black and white basketball court made another appearance – only this time, it was a pop up, floating in the middle of the ocean. Guests escorted by luxury Superyacht to watch an All Stars game, complete with live music performances from A$AP Ferg and B Wise. The experience was further elevated with unexpected moments and styling that took cues from the brand and high fashion minimalism.
The overall effect was one that embodied Hennessy: bold, limitless, pioneering, urban-luxe. Visually
striking and exciting, this activation engaged guests and set the scene for incredible content.
Courts Beyond Limits
To mark Hennessy’s official partnership with the NBA, we were tasked with creating a ‘big brand’ activation. The aim: to generate a high level of PR coverage on the eve of the playoffs in May 2021, as well as establish Hennessy as a brand of choice for new consumers.
For this event, we took over an iconic Sydney institution: Bondi Icebergs. We turned the oceanside pool into a basketball court for the day, complete with Hennessy branding along the walls, on the backboard and court-side parasols, and even created Hennessy x NBA staff uniforms. Inspiration was
drawn from the ‘Move the Line’ Hennessy x NBA campaign, resulting in a bold black and white court with tape graphic; a nod to Hennessy’s links to arts and culture and an eye-catching design that would attract attention throughout the whole of Bondi. These design elements extended to the outdoor DJ booth, media wall, invitations, menus, and indoors – including the Bondi Icebergs Bar, which was also taken over with Hennessy bottles.
By transforming an iconic, prominent location into a surprising and unique event, we create an impactful activation that ensured coverage across social media and leading media titles. The aspirational beachside location positioned Hennessy as a luxury brand, and one that should be considered as a daytime offering, capturing a new audience and becoming a point of consideration for new consumers.
“The court itself was as much a feat of naval architecture as it was a boujee locale to spend an afternoon.” – GQ
“Taking the form of our nation’s first-ever floating basketball court.” – Man of Many.