Adidas HBE EVENT

IN CELEBRATION OF DR. MONROE AS AN HBE HONOREE IN 2022, WE PLANNED A MURAL AND COMMUNITY EVENTS AROUND THE “FLOWERS WHILE THEY ARE STILL HERE” THEME.

ADIDAS HBE - DR. KIMBERLY MONROE

Role Design, Art Direction, Concepting
Agency Happylucky
Client Adidas

Dr. Monroe’s HBE event took place over Homecoming weekend on campus at Grambling State University. Starting Friday morning, November 4 2022, we gathered her personally invited guests for the unveiling of her mural.

The next morning, she led the parade from a decked out ride as the Grand Marshal.

Dr. Kimberly F. Monroe, an Assistant Professor of African American History and Africana Studies at Trinity Washington University, member of Pan-African Community Action (PACA), and author of Homecoming in Tigerland, took some of her first steps as an activist to protest the murder of Trayvon Martin. She believes that our hope lies in the young people seeking to change history from repeating itself in their communities right now. She has spent her career as an active part of the global movement for Pan-Africanism – the liberation and unification of African people – and while her academic background and achievements are impressive, it is her commitment to reaching young Black American and African people through education and grassroots activism that makes her a vital (and timely) mentor for the adidas Community and HBE honoree.

ABOUT THE HONOREE

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ABOUT THE HONOREE :::

EVENT JOURNEY

Planning for this event started by addressing the “journey” of the participant as they arrived at the event and in establishing that, keeping in mind the different touchpoints for Adidas HBE.

PHOTO OP

We needed a content capture opportunity while also giving students a chance to engage! The plan was to use the car Dr. Monroe would be using in the Homecoming parade and place it on campus in front of the atrium. Creating an organic moment for students to pose and take a photo in front of.

Above is the rough mockup used to pitch the concept.

STAGE SETUP

The mural reveal was set to begin Friday morning in the Favrot Student Union atrium, where President Gallot would open the ceremony with a speech honoring Dr. Monroe.

Following his remarks, Jared Monroe would reveal the original mural art created for his sister. Once the mural had been revealed, Dr. Monroe was scheduled to give an acceptance speech.

Above is the rough mockup used to pitch the concept.

CURRICULUM DISPLAY

In addition to the QR code and a display of Dr. Monroe’s books, guests were able to take home a promotional toolkit showcasing the adidas Community Platform along with a preview of the curriculum taught by all mentors (including bios, curriculum descriptions and custom QR codes inside with a CTA to join the community). Dr. Monroe had a video featurette about her curriculum on a loop displayed on an LED TV.

Above is the rough mockup used to pitch the concept.

DAY 1

Events
- Mural Reveal in Atrium of Favrot Student Union & Celebration
- Pep Rally Announcement

Date
11.04.2022

What does community mean? What does Black Excellence look like today? Dr. Kimberly F. Monroe, Author, Assistant Professor of African American History and Africana Studies at Trinity Washington University, believes:

“Grambling is a unique place that captures the richness of melanin, music, art, kinship and community. Celebrating Black Excellence in Grambling feels full circle, I'm thankful to stand on the shoulders of our ancestors and to be carrying on a rich tradition. Grambling is home.”