PRSM presents
Leveraging a cultural moment for brand awareness—designed, produced, and taken to the street while Toronto was watching.
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400+ produced
Jurassic Park
PRSM sought to capitalize on the excitement of the Raptors playoff run to build brand awareness and engage directly with a highly energized audience.
Using a previously created artist graphic as the foundation, we developed a fast-paced strategy to create a T-shirt and execute a street-level awareness activation. The idea positioned PRSM as a dynamic, culturally connected collective while integrating social engagement into the exchange.
An existing sketch became the centrepiece: culturally relevant, artist-led, and ready to move from image to object.
A small team, a hard deadline, and one clear exchange: culture in hand, attention online.
Cultural timing
We connected PRSM’s identity to a passionate playoff audience. The collaborating artist’s Kawhi Leonard sketch combined cultural relevance with artistic integrity and gave the campaign an immediate visual anchor.
DIY production
Artwork, colours, layouts, mockups, and screen-print files were finalized ahead of the semi-finals. Durable Gildan tees were sourced, then a four-person team printed more than 400 shirts without compromising the idea.
Street activation
At Jurassic Park, fans received a special-edition shirt by following the PRSM and artist accounts printed on it. Physical merchandise became a walking ad—and a direct bridge to measurable digital growth.
The physical object
The shirt carried the campaign beyond the activation itself. Every recipient became distribution, visibility, and proof of participation.
PRSM landed at the intersection of culture and creativity, using the playoff moment to create meaningful attention in the street and measurable growth online.
Key takeaway
The best activation did not interrupt the moment. It became part of it.
By aligning PRSM with playoff excitement, executing a rapid DIY production strategy, and joining physical and digital touchpoints through guerrilla marketing, the campaign created a memorable, high-energy branding opportunity.
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