The Home Depot Tool Shaq

ABOUT THIS ENTRY

When The Home Depot wanted to create an experience for their inaugural "Tips From The Tool Shaq" campaign at March Madness, they had to think big ... Shaq Big. So the team set to work creating a space that would let fans step into Shaq's oversized world.

How does this represent "Excellence in Engagement"?

The "How to March Madness" media campaign served as the perfect springboard for a dynamic experiential activation. Securing Shaquille O’Neal as the brand ambassador, along with exclusive time for bespoke photography and video content, proved to be a slam dunk. This content was featured in the mixed reality "Dance Off with Shaq" video booth. The "Tips from the Tool Shaq" content created a creative platform that seamlessly carried through to the Final Four onsite activations. Year one of the NCAA and Home Depot partnership launched with a bang, bringing a strong, exciting, and authentic presence to the Women's and Men's Final Four tournaments.

Additionally:

* Cobranded premiums – THD branded bucket hats, arm sleeves, gift cards and more were coveted by attendees.

* The mini wooden court magnets proved to be an authentic, easy to execute activity kids and parents could enjoy together.

* The living bracket wall created a “wow” moment for fans, beyond the beautiful keepsake photo.

* The outdoor footprint was a benefit in capturing additional impressions for the brand, creating accessibility for fans that did not attend the indoor events.

Objective

**The Home Depot** conducted a year-long process to determine where the brand should go next in the sponsorship space. It revealed a spring-time gap in the current portfolio, an important time-period for the brand, as well a gap in support of women’s sports. In order to address these gaps, The Home Depot pursued becoming an official partner with the NCAA at the Corporate Partner level and entered negotiations along with planning ahead of the 2024 Women’s and Men’s Final Four tournament.

**The Goal: **
Grow brand affinity and awareness for The Home Depot (THD) through authentic connections found between THD and March Madness.

**The Strategic Approach: **
Leveraging the _How to March Madness_ campaign, create unique touchpoints throughout activation spaces that draw parallels between basketball and The Home Depot environment by playing with the things they have in common

* Leaning into the larger-than-life persona of **Shaquille O'Neal**, appeal to audiences of all ages and backgrounds by aligning The Home Depot with the ultimate a-list doer, inviting fans into **_The Tool Shaq_** activation space

* With an ever evolving events landscape, pay close attention to industry trends and find authentic ways to integrate The Home Depot into these on trend experiences and activities.

Strategy & Execution

The Tool Shaq experience, designed off the punny humor of The Tool Shaq media campaign. It merged DIY themes and basketball together through five key touchpoints:

* **“How to Seed a Bracket**”: A massive living bracket of 6,000 team-colored roses, updated as teams advanced in the men’s and women’s tournaments.

* “**How to Work the Paint**”: A kids' craft area where fans designed Final Four wooden court magnets, similar to The Home Depot's Kids Workshops.

* “**Shaq’s Shooting Drills**”: A DIY-style shooting game, where fans used drill-bit pedestals to shoot for prizes like “Phil the Bucket” hats.

* “**The Big Dance Off**”: An AR booth challenging fans to outdance Shaq, featuring his iconic Shaq Shimmy.

* “**Bucket Ball**”: A pop-a-shot game using Home Depot Buckets as hoops, hosted by “Phil the Bucket.”

Executed in Phoenix and Cleveland, the experience felt like Shaq’s personal space, with details like free-throw diagrams and mangled rims “fixed” by Shaq. Local plants, like succulents in Phoenix and flowers in Cleveland, added to the immersive environment, while the scent of real lumber made the space feel like an active workshop.

Organizations

• sbExperiential - Cornelius NC
• Lerma - Dallas TX
• Passion Growers - Miami FL
• Event Producers - New Orleans LA

Featured

• Shaquille O'Neal

Credits

Heather Dade-Themelis
Senior Manager - Sport Marketing
The H

Briar Waterman
Head of Creative
The Home Depot

Kristen Thompson
Live Good Merchant
The Home Depot

Whit Friese
Vice President, Creative Marketing
The Home Depot

Zach Thorne
Sports Marketing Manager
The Home Depot

Kelsey Barnard
Account Director
Octagon

Kali Lack
Vice President
Octagon

Matt Chelap
Senior Vice President
Octagon

Kacie Hudson
Group Director
Octagon

Noah Berman
Senior Account Executive
Octagon

Matt Malichio
Executive Creative Director
Octagon

Josh Patterson
Group Creative Director
Octagon

Rustin Jessen
Senior Producer
Octagon

Jason Sifre
Creative Director
Octagon

Victor Iraola
Senior Designer
Octagon

Anthony Pensiero
Design Director
Octagon

Jessica Strohl
Senior Designer
Octagon

Jon Andres
Senior Experiential Director
Octagon

Shomari Muwwakkil
Experiential Manager
Octagon

Taylor Mowid
Event Executive
Octagon