The Challenge
With the impact of COVID-19 on the event industry, sponsorship activations are nearly impossible. This forces promoters, agencies, and sponsors to think outside the box. Without fans at games, how could the Los Angeles Rams showcase their newly formed partnership with Ball Corporation?
As the Rams’ Official Partner of Infinitely Recycle Aluminum Packaging, Ball provides aluminum cups to the Rams’ Training Facility. In addition, the infinitely recyclable cups will be used at SoFi Stadium once fans return. To highlight this unique partnership, the Rams wanted to create an impactful display that would resonate with their fan base.
Client Name
Event Location
- Los Angeles, California
Event Date
- January 4, 2021
Services Provided
Results
Southport Marketing and the LA Rams brainstormed how to bring these aluminum cups back to life. The Rams decided on a mural highlighting how the cups can be used repeatedly, in other words, FOREVER. So, the Rams collected 2,000 used Ball aluminum cups from their training facility to act as the canvas.
We called up the talented artist Gustavo Zermeno, Jr., who painted the Rams X Nike Aaron Donald mural at the beginning of the 2020 season, to draw up ideas integrating the aluminum cups. Southport’s fabrication team flattened all the used cups to build the foundation of the canvas for Gus’ creative vision. The 32’ wide by 8’ tall separates into 4’x8’ pieces for more accessible transportation to multiple locations.
Once the canvas of aluminum cups was complete, Gus went to work. First, he masked off buildings resembling Downtown LA so the raw aluminum from the cups could show through. He then painted the LA skyline in Rams colors, of course. More detail was added once the background was set, turning the vision into reality. Gus implemented an action shot of Cooper Kupp and logos to highlight the partnership. Southport’s team even fabricated dimensional letters from recycled aluminum, reading “LA FOREVER.”
The final touch was bringing the wall to SoFi Stadium to put on display for the last regular season home game of 2020. This way, staff, and media could get a glimpse of the piece in person. Southport Marketing then produced the recap video below to share with all Rams fans across the web. This piece will be back next season for all to see in person. Because, like aluminum, it will live forever…
12000
Fans That Attended
5
Days Turnaround Needed
12
Services Provided
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