Case study

Creating a community art court for Pink Lady®

The brief

As part of a broader strategy to engage its audience in exciting new ways, we were asked by Pink Lady® to develop a high-impact project which would create a moment of wow for members of the public and help the brand create connections with new communities. Our big idea: refurbishing an unloved basketball court in central London, giving it a new lease of life as a Pink Lady® art court to be enjoyed by the local community for the next 5 years.

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The delivery

To bring the art court to fruition, we collaborated with Project in the Paint, a community project aiming to promote greater investment in UK grass roots basketball, and artist Coco Lom. Identifying the court in Joseph Grimaldi Park in Islington for refurbishment, the court design drew inspiration from the natural forms seen in images of apples under the microscope and the energy and flow of people playing basketball.

We directed content generation throughout the process of the court being painted to capture it coming to life. Members of the local community were involved in the project from its inception, with young people from the local area participating in the painting of the court alongside Coco Lom and her team.

 

Once the court was complete, we hosted a launch event to celebrate the new community space. Basketball taster sessions led by an expert were held on the court for influencers, journalists and members of the local community.

We coordinated influencer partnerships to raise awareness of the Pink Lady® court, collaborating with some of Instagram and TikTok’s leading London lifestyle content creators.

To further support this activity and the local community, 5,000 Pink Lady® apples were donated for distribution FareShare across London including the Islington borough, as part of Pink Lady®’s ongoing support for the food redistribution charity network.

The results

Creation of the first large-scale basketball art court of its kind in central London

Established a long-lasting piece of community art

Organic mentions on social media from the launch event with a total audience of 300,000 people

Coverage in the likes of Sky Sports, The Daily Mirror, Design Week and PR Week

Press coverage reach of over 13 million

Influencer content had an overall reach of more than 260,000

  • 13 m
    Press coverage reach
  • 260,000
    Reach of influencer content