HOME DEPOT: BRAND PARTNERSHIP
One in eight men will be diagnosed with prostate cancer, but too often, conversations about men’s health are left unspoken. Home Depot is changing that by getting men to talk about their “hardwear”—specifically, their hardware health—through a bold partnership with the NBA, using basketball’s biggest stage to spark awareness and action.
PR STUNT
At the first tip-off game of the NBA season, Home Depot will stage a PR stunt by redesigning the court in a way that raises questions about its "hardwear," sparking conversations about men’s health.
cracks, water damage, and a new logo to raise eyebrows
OUT OF HOME
Home Depot will take credit for the court’s redesign and unveil bold billboards that get men talking about their “hardwear”
The billboards will spotlight common prostate cancer symptoms, using bold messaging to break the silence around men’s health and encourage early detection.
Each billboard will feature a link that guides viewers through essential information on testing, symptoms, and treatment for prostate cancer.
IN STORE ACTIVATION
To round out the partnership, Home Depot will bring the conversation in-store, featuring aisles adorned with broken "hardware" and informative resources on testing and treatment.
*made in partnership with Maddie Edwards ( AD)
CW: Joe Wint
AD: Maddie Edwards
AD: Ethan Stamper