CBCO x Prahran Summer JAm
To launch Australia’s largest street basketball competition, Prahran Summer Jam teamed up with CBCo Brewing to bring energy, culture, and craft beer courtside. With some of the world’s best dunkers on hand, Head On was brought in to capture the action and build hype across digital and event channels.
The goal was to showcase the scale and excitement of the event, highlight the collaboration between CBCo and PSJ, and create video content that could hype audiences before, during, and after the competition. We needed to strike the right balance between sport, culture, and brand storytelling.
We built the campaign around the tagline “Everybody CAN Dunk” - merging the slam-dunk spectacle with CBCo’s iconic beer cans. Shooting with world champion dunker Guy Dupuy, we created a hero sequence of him throwing down on the court before cracking a CBCo Draught.In addition to teaser edits, we covered the full event from start to finish, capturing incredible athleticism, local culture, and CBCo’s presence throughout. The production resulted in a suite of 12 high-energy edits tailored for multiple digital placements.
The final campaign blended New York–style cinematic colour grading, slow-motion highlights, and bold graphic titles to deliver maximum impact. CBCo’s brand became part of the culture of PSJ, from the daytime games to the night-time celebrations. The content not only hyped the event but cemented CBCo’s alignment with basketball culture, reaching new audiences in an authentic and energetic way.
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