Full Court reFRESH

Full Court reFRESH is a community initiative with Coors Light & Kenny “The Jet” Smith that refreshes community basketball courts in urban communities across the country. The program is in partnership with NBA Franchise Foundations (Sacramento Kings and Warriors Community Foundation), as well as the National Urban League Young Professionals. Business challenge: Coors Light's philanthropic initiaitve has gained market-by-market media recognition but has yet to highlight a community perspective for consumers to grasp and connect in the social space. Solution: Create content pieces to play during NBA halftimes and across social channels to translate the program’s story through two untapped perspectives- the POV of inner-city courts thirsting to be refreshed and the POV of community leaders that are living proof of these courts' communal importance. Creative Team: Schylerr Gilmore, Shawn Gadley & Chris Walker