Adidas HBE L.E.A.D. Event
IN CELEBRATION OF THIS YEAR’S HBE HONOREES, CONCEPT AND EXECUTE A BESPOKE MURAL AND COMMUNITY EVENT IN ATLANTA THAT TIES INTO THE “FLOWERS WHILE THEY’RE STILL HERE” THEME.
L.E.A.D. HONOREES
L.E.A.D. HONOREES
Role Design, Art Direction, Concepting
Agency Happylucky
Client Adidas
On the day of the mural reveal, members of the community, family, and friends were invited in two groups: one to a private outdoor ceremony to view the mural, a larger group to a public indoor celebration featuring performances, food, a photo op, and activities.
Ty, Gensen, Desmond, and Austin embody the mission of the L.E.A.D. Center for Youth to transform disadvantaged Black youth into successful leaders through real-world training and mentorship.
This HBE celebration will allow C.J. and Kelli Stewart to pass on their legacy as mentors in the Black community. For their mural reveal, we are officially passing the flowers to these four men, and celebrating their leadership with a day of family fun, performances, and food!
ABOUT THE HONOREES
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ABOUT THE HONOREES :::
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.
PERFORMANCE AREA
The performance area served as a backdrop for honoree announcements, gift giving, entertainment, and a Q&A throughout the celebration. We created simple staging that could be used as an organic, sharable photo op and provide space for multiple uses.
Above is the rough mockup used to pitch the concept.
PHOTO OP
We’ll turn something all baseball fans are familiar with (bleachers) into an elevated photo opportunity. We covered bleachers with florals in HBE’s colors and place them in front of a backdrop inspired by the mural. A photographer with an iPad station snapped photos of guests, allowing them to send themselves their images on the spot.
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.
MINI BOUQUETS
We had signage in the space that talked to the activity. Incentivising folks to create these bouquets to gift to some they want to honor or find inspirational.
Above is the rough mockup used to pitch the concept.
11.20.22
Event
Private outdoor ceremony to view the mural
Event
Public indoor celebration featuring performances, food, photo op, and activities
L.E.A.D. Center for Youth exists to empower an at-risk generation to lead and transform their city of Atlanta by using the sport of baseball to teach Black boys how to overcome three curveballs that threaten their success: crime, poverty and racism.
