Hennessy 

NBA Activation 

To launch Hennessy as the official spirit of 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 a new league of consumers. 

For this activation, we took over an iconic Sydney location: 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.

Spice Magazine.
How Studio Messa turned the iconic Bondi Icebergs pool into a basketball court.

GQ.
Hennessy and The NBA turned Bondi Icebergs into a beachside basketball court

Eat Drink Play.
Hennessy Takes Over Bondi Icebergs With A Pop-Up Basketball Court.

HENNESSY X NBA 14

Hennessy

NBA 

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.

Combined total media and social audience potential of over 247,055,000. 

“There might not have ever been a more beautiful place to play ball.” – GQ

Over 504 social posts, with over 2,890,000 total audience engagement.

80 brand mentions, 96 visual brand placements across digital, print, and broadcast.

“Making this the most picturesque court to play basketball worldwide.” – Eat Drink Play

Over 205,576,000 total media reach.