Hey LeBron
Four Daughters Vineyard and Winery had a problem: their 100% Honeycrisp hard cider was too polite for its own good. Clean ingredients, gluten-free, champagne-like finish—it all sounded nice. Too nice. We spotted the friction: in a sea of sweet, approachable ciders, Loon Juice’s dry, punchy 6% ABV profile just needed some scratch.
The good was hiding in plain sight. Minnesota’s state bird looks innocent until you learn the truth: loons are strange, fierce, unpredictable creatures. Just like this cider. We built an Idea Stack around one line—A Honeycrisp cider from a strange bird—and brought it to life everywhere people drink.
Opportunity
Summer 2026. LeBron hits free agency and the Timberwolves are in the conversation. For one loud window, the biggest story in sports had a Minneapolis storyline. The city could stand still and watch it pass, or shoot its shot.
Insight
Free agency pitches happen behind closed doors. A city making its pitch in public becomes a story nobody can ignore. The edge: Minneapolis actually has what LeBron loves. Beaches, bike trails, golf, cold plunges. The Strategic Opportunity: turn a basketball rumor into the boldest destination pitch in America.
Idea
Seven billboards dropped in Los Angeles, each a personal recruitment pitch from the city itself, backed by social and Hey-LeBron.com. Then the pack piled on. Local brands ran their own pitches. Radio stations followed. A media buy became a town-wide movement.
media mentions including ESPN, Yahoo, AP and MSN.
audience reach
engagement came from non-followers
