Los Angeles Clippers Highly Successful Wall Mural
The Clippers
The Client
11,300
Estimated daily in-person impressions
100,000+
Facebook likes
595,000+
TikTok hashtag impressions
About the Client
The Los Angeles Clippers are one of two NBA teams in the city, competing in the Western Conference Pacific Division. The Clippers currently play home games at Crypto.com Arena in downtown LA but will move to Intuit Dome, a new stadium in Inglewood, in August 2024. The Clippers’ core fan base dwells in Los Angeles and surrounding metropolitan areas.
Raise awareness with a hand-painted mural
Six-time NBA All-Star Kawhi Leonard is the Clippers’ best and most recognizable player. In 2020, the forward launched the #Kawhiit campaign to give away more than 19,000 backpacks at a Clippers game on February 28, 2020, tying into a donation of 1 million backpacks Leonard had given to Southern California students six months earlier in cooperation with nonprofit Baby2Baby.
Every bag given away at the game included a note from Leonard asking recipients to use the bag as an agent of change for a cause that they felt passionately about, like education, homelessness or hunger: “Fill it with food to give to someone who’s hungry, a blanket for someone who’s cold, books for a child who has none. Or do your own thing. I get that. Go be great.”
Achieving a super-tight turnaround time and gaining the trust of a new partner
The Clippers’ original partnership on the project didn’t work out, so we stepped in with no time to spare. We had to find a wall large enough to accommodate a hand-painted mural one month out from the campaign start date of March 9, 2020. For context, hand-painted murals usually demand four weeks of lead time; we had less. We fast-tracked the media buying process, locating a premium wall location in downtown LA.
We worked diligently to keep the client on schedule with art file submissions and paint color approvals within the three-week window before campaign launch. Our painting partners deserve massive kudos for working efficiently without compromising the quality of the mural. This helped us build trust with the Clippers, a new client that really wanted this campaign to be special to show how much they value their star player.
Downtown LA provides the perfect backdrop
The client wanted to focus on downtown because of its proximity to the arena, but they also considered other parts of the city, too, such as Sunset Boulevard, Wilshire Boulevard, LAX, Hollywood and Beverly Center.
After chatting with them further, we decided to focus on DTLA because of the iconic city skyline. It provided the perfect backdrop for Leonard’s mural.
Gaining Organic Reach
The Clippers posted an image of the mural on their social media feeds, and it received more than 10,000 likes on Facebook. An Instagram post of the mural generated nearly 90,000 likes. And videos using #Kawhiit earned more than 595,000 views on TikTok.
Quick turnaround using a wall and hand-paint specialist
We secured the mural location at 728 Hill Street and Broadway. It stayed up from March 9 to April 5, 2020. Finding and booking the mural quickly for the one-month turnaround was critical. We sourced both the wall and the hand-paint specials. We used time lapse to capture the painters throughout the mural process, giving us a cool video as well.
High impressions from Hill Street & Broadway mural
The estimated daily impression count was 11,300.
avg weekly impressions among adults over 18*
avg weekly impressions (18+) over 4 weeks*
of those who saw the mural were dog owners*
Experience leads to success on a tight timeline
It can be stressful to work with a partner on a large-scale campaign of this nature that incorporates a team of hand-paint specialists, demands longer lead time, and requires a hands-on approach to ensure the creative meets the artistic vision and maintains high quality.
Our years of planning both traditional and guerilla formats have given us a wealth of experience and know-how that comes in handy in such cases, creating a seamless and easy process for our clients.
“This campaign launched just a couple weeks before everything screeched to a halt during the first COVID shutdown in March 2020. It was meaningful to us to make such an impact with this creative execution for a fantastic cause right before the world changed.”
Gino Sesto, founder & CEO, DASH TWO
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