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.