PRSM sought to capitalize on the excitement of the Raptors Playoff run to build brand awareness and engage directly with a highly energized audience. Using a previously created graphic by an artist as the foundation, we developed a fast-paced strategy to create a T-shirt design and execute a street-level awareness activation. This approach leveraged the cultural moment of the playoffs to position PRSM as a dynamic and connected collective while driving engagement through social media integration.
1. Tapping Into a Cultural Moment:
Recognizing the collective energy surrounding the Raptors Playoffs, we identified an opportunity to connect PRSM’s identity with a passionate audience. An existing sketch of Kawhi Leonard, created by a collaborating artist, served as the perfect centerpiece for this initiative, combining cultural relevance with artistic integrity to amplify PRSM’s message.
2. Quick Turnaround with a DIY Mindset:
To meet the tight timeline ahead of the semi-finals, we embraced a hands-on, agile approach. Starting with consultations between the brand and the artist, the artwork was refined and adjusted for T-shirt production. Color schemes and layouts were finalized, mockups were created, and production-ready files were prepped for screen printing. Affordable, high-quality Gildan Heavy-Duty T-shirts were sourced to ensure durability and cost-efficiency. In collaboration with a team of four, over 400 T-shirts were screen-printed and ready for distribution, demonstrating our ability to deliver under tight deadlines without compromising quality.
3. Strategic Street Activation:
A guerrilla marketing campaign was executed at Jurassic Park, the epicenter of Raptors fandom, to maximize visibility and engagement. A street team distributed T-shirts featuring a special edition design that included social media handles for PRSM and the artist. Fans could obtain a T-shirt by following every handle printed on the shirt, creating a seamless integration between physical merchandise and digital engagement. This activation turned each recipient into a walking advertisement and encouraged organic social media growth for both PRSM and the artist.
The activation successfully positioned PRSM at the intersection of culture and creativity, driving substantial engagement and awareness. Over 400 T-shirts were distributed, and the campaign generated 200+ new followers across four major accounts within days. By connecting the excitement of the Raptors Playoffs with a creative, on-the-ground strategy, we amplified PRSM’s brand visibility and engaged with a passionate audience in a meaningful way.
This campaign exemplifies our agency’s ability to identify and leverage cultural moments for impactful brand activations. By aligning PRSM with the excitement of the Raptors Playoffs, executing a fast-paced DIY production strategy, and integrating physical and digital touchpoints through guerrilla marketing, we delivered a memorable and high-energy campaign. The result was a powerful branding opportunity that demonstrated the value of thinking outside the box to connect with audiences in innovative ways.
The curated ad that drove Phase 2’s success worked because it focused strictly on surf culture, selling the lifestyle to viewers rather than forcing products into the frame. Its authenticity came from careful guidance, niche understanding, and staying true to the culture.
At the core, the surf community values high-quality action footage with skilled surfers while products remain secondary. The winning video embraced this principle. After the initial post showed high traction with more views, stronger engagement, and more likes than previous content (as planned), it was identified as the ideal candidate for amplification. Once performance data confirmed its momentum, budget was allocated to boost the post, further amplifying reach.
This reinforced the strategy: create content rooted in cultural authenticity, validate through organic activity, and then strategically invest in amplification to convert visibility into lasting community growth.
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