Show Up
A campaign for the 2024 LA Bowl.
Brief
Increase attendance at the 2024 LA Bowl and create a unique experience that stands out from competitors.
Insight
Although people in the LA area have access to many events, they long for experiences that allow them to express their identity, connect with their community, and feel part of something bigger.
Campaign
The “Show Up” campaign positions the LA Bowl as the ultimate entertainment experience for LA college students, alumni, and the Inglewood community. The campaign transforms the LA Bowl into more than a game—it becomes the event that defines the LA experience and unites the community.
The campaign:
Hypes audience with build-up events
Hooks attendees with in-game activations
Holds attention with above-the-line advertising
“Show Up” visual manifesto compiled and narrated by Kyndall Dunn.
Key Takeaways
Understanding the target audience, their behaviors, and the cultural context they operate within to create a campaign that resonates.
Exploring how to innovate within the constraints of a traditional event and turn it into something larger than just a sporting event.
*Disclaimer: Not affiliated with the LA Bowl. All trademarks used are the property of their respective owners, and their use here does not imply endorsement.