Independent creative idea company Barkley has just launched a new activation in partnership with Big Brothers Big Sisters, an organisation that defends the potential of youth across America by matching them in one-to-one mentoring relationships. 

For years, Barkley’s constructed KCLoves mural situated on top of the agency’s parking lot has been an iconic fixture of the Kansas City skyline. Tourists and locals flock to the 100-foot-wide mural to grab a selfie and tag the world on social media.

The mural welcomed a national audience as Kansas City recently had the honour of hosting  the 2023 NFL Draft. To mark this exciting moment for the city, Barkley rebranded the mural to support the agency’s long time client, Big Brothers Big Sisters, and its partnership with the NFL.

The KCLoves message has been rejuvenated with a new banner illustration featuring dozens of local scenes that highlight and celebrate the potential in the community, sports, and Bigs and Littles everywhere. Additionally, a 15-foot-wide, heart-shaped QR code in the middle of the artwork will allow everyone who sees it the opportunity to go to the Big Brothers Big Sisters website for volunteer opportunities. 

In addition to the thousands that have been able to see the art piece in person and on television, the banner will remain up through the end of the year as a reminder of the pride and opportunities the Kansas City area has for the next generation of kids.