Hue & Cry and Kingdom Collective

Client: Moët Hennessy UK

​​Hue & Cry and Kingdom Collective worked with Moët Hennessy UK to activate HENNESSY X NBA: COURTS BEYOND LIMITS, a celebration of Hennessy’s global status as The Spirit of the NBA and the NBA’s 75th Anniversary season, to drive awareness amongst Hennessy’s UK audience of the global partnership between the two iconic brands.

Hennessy x NBA: Courts Beyond Limits was a 4-day series of digital and in-person events and brand experiences against the backdrop of London’s most iconic and internationally renowned landmarks. A full-sized bespoke basketball court was constructed to float on The River Thames (a UK first), which played host to live music performances, basketball tournaments and exclusive consumer events. The activity took place across Thursday 9th June to Sunday 12th June 2022, to coincide with the NBA Playoff Finals 21/22, between Golden State Warriors and Boston Celtics. The experience showcased the shared values of the two brands, championing basketball culture both on and off the court, in a truly authentic and locally relevant way. The platform connected Hennessy with its target audience (whether directly in-person or indirectly at home/online) by aligning with their passion points and demonstrating its relevance and role as a pioneer of urban culture worldwide.