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Your Sports Field
BRIEF
Revitalising Parramatta’s Centenery Square by bringing sports to life both in the square and in-centre. The campaign is to feature giant community designed sports equipment, showcase re-runs of premier sporting events, appearances by sports legends and players, coaching clinics, makeshift courts, sporting entertainment, and various pop-up activities over a two-week period, ensuring a diverse range of events catering to visitors throughout the day and night.
RESPONSE
Parramatta’s Centenary Square came alive with a vibrant 10x15m pop-up sports field, featuring custom elements like spray-painted AstroTurf, 4m high truss uprights with unique covers, and crown control barriers. The immersive atmosphere was complemented by custom-branded bunting and festoon lighting, capturing the essence of the event theme through a distinctive sports-inspired brand lockup.
Throughout the day, the sports zone thrived as a bustling hub for coaching clinics and skills workshops led by local teams such as Sydney Thunder and NSW Swifts. The family-friendly environment extended to roving entertainment and delightful edible giveaways, fostering a welcoming atmosphere for attendees.
As night fell, the space seamlessly transformed into an enchanting outdoor cinema, showcasing iconic sporting moments on a towering 5-meter screen. Surrounded by beanbags, the stage hosted appearances by sports legends like Peter Sterling, Richard Bayliss, and Andrew Redmayne, creating memorable interactions for guests. Community engagement flourished with six local sporting groups crafting larger-than-life sculptures, where passersby participated in a voting process through a QR code. Beyond the square’s events, a pop-up sports gaming zone, live roving entertainment, and personalized sports balls added to the excitement, drawing a significant crowd over the two-week period.
