Case Study: Painting Skateboards for Military Families

Client: National Insurance Company (Québec & Canada) Location: Québec City, QC Group Size: 35 high-achieving agents Format: Purpose-driven team-building art build Beneficiary: Canadian Armed Forces families (youth recipients)

The Brief

The client was hosting a recognition conference in Québec City and sought a memorable, purpose-driven team activity for their top agents. The experience needed to be:

• Highly engaging for a mixed group of 35 participants

• Time-boxed to fit within a conference breakout window

• Logistically turnkey in a hotel meeting space

• Fully bilingual (English & French) to support Québec attendees

• Aligned with the client’s community-giving values, with a tangible donation outcome

The goal was not just participation, but meaning — an experience that would resonate beyond the room.

Our Solution We designed a collaborative art build where teams custom-painted skateboard decks that would later be donated to Canadian Armed Forces families. The format blended creativity, light competition, and social impact.

Each team of participants worked together to design and paint a skateboard, creating a gift that was both functional and personal.

Key logistical decisions ensured a seamless outcome:

• Skateboards were sourced without hardware, allowing participants to paint unobstructed surfaces. After the event, boards were returned to the manufacturer for professional hardware installation and safety checks.

• Once assembled, finished skateboards were shipped to an intermediary partner who coordinated the formal donation during a public skateboard competition — amplifying community visibility and impact.
  

Why skateboards?They are youthful, expressive, and practical. Each completed board became a symbol of freedom, creativity, and resilience — particularly meaningful for children in military families who experience frequent relocations and unique challenges.

Experience Design

Run Time: 90–120 minutes

Flow

Welcome & Purpose (10 minutes)A bilingual introduction outlining the beneficiary, the impact goal, and the creative challenge.

Inspiration & Demo (10 minutes)A local bilingual artist led a short demonstration, offering practical tips on color, stencils, and paint markers.

Team Design Sprint (15 minutes)Small groups selected themes and sketched their concepts.

Create & Paint (45–60 minutes)Participants primed, painted, stenciled, and detailed their boards. The artist circulated to support all skill levels.

Gallery Walk & Story Share (10–15 minutes)Teams presented their designs and shared the meaning behind them. Photos were captured for client communications.

Pack & Handover (10–15 minutes)A protective finish was applied, participants wrote letters explaining their designs, and boards were carefully packed for return to the manufacturer.

Materials Provided

• Maple skateboard decks (pre-sanded; no hardware)

• Low-odor acrylic paints, paint markers, primers, and clear coats

• Reusable stencils, masking tape, drop cloths

• Aprons, gloves, and protective supplies

• Branded paper and envelopes for letters to recipients

• Table coverings and venue protection materials

People & Roles

• Lead facilitator

• Local bilingual artist (creative inspiration and technique support)

• One bilingual SommEvents team member handling translation, room setup/takedown, and venue coordination

Accessibility & Safety

• Water-based, low-VOC materials

• Non-slip floor protection and spill kits

• Staffed technique stations to support participants of all skill levels

Logistics & Supply Chain Notes

• Skateboard procurement: Boards sourced without wheels or bearings to ensure clean, flat painting surfaces.

• Post-event manufacturing: Painted decks returned to the manufacturer for professional hardware installation and quality control.

• Shipment & donation: Completed skateboards shipped to an intermediary partner for public donation during a skateboard competition, creating a meaningful community moment.

• Bilingual delivery: All planning, documentation, facilitation, and communications were conducted in both English and French.

Outcomes & Impact

Participation & Engagement

• 100% attendance — this was one of the only conference breakouts attended by every invited participant.

• All eight skateboards were fully completed within the allotted time.

Quality & Creativity

• Designs ranged from bold graphics and team motifs to Québec landscapes and messages of support.

• Artist guidance elevated the boards from “fun activity” to truly gift-worthy pieces.

Community Impact

• Eight professionally assembled skateboards were donated to Canadian Armed Forces families.

• The public handoff during a skateboard competition increased visibility and community engagement.

Client & Participant Feedback

• The client praised the seamless bilingual execution, logistical precision, and emotional resonance of the experience.

• Participant feedback included: “Best breakout of the conference,” “I had a lot of fun,” and “The artist made it easy for everyone to contribute.”

Brand Lift & Communications

• Photo assets were delivered across multiple touchpoints: event setup, painting process, manufacturing handoff, and donation ceremony.

• Assets supported both internal recognition and external storytelling.
  

Why This Worked

• Operational clarity: A clear division of responsibilities — creative facilitation by SommEvents, technical assembly by the manufacturer — reduced risk and ensured a polished final product.

• Bilingual delivery: Inclusive, comfortable participation for Québec-based attendees at every stage.

• Local expertise: Partnering with a local bilingual artist strengthened authenticity and creative confidence.

• Shareable outcome: The public donation created a high-impact CSR moment for both the beneficiary and the client.
  

Photo & Story Assets Delivered

• Event setup and room protection

• Action shots during painting and gallery walk

• Manufacturer hardware installation and quality checks

• Donation ceremony at the skateboard competition

• Participant quotes and handwritten letters

What We Handled

• Creative concept and bilingual run-of-show

• Procurement of skateboards and all

  materials

• Venue protection and room setup/takedown

• Bilingual facilitation and local artist coordination

• Manufacturer coordination for hardware installation

• Shipping and donation partner logistics

Next Steps & Variations

This concept can be easily scaled or adapted, including:

• Longboards or snowboards for seasonal or regional campaigns

• Partnerships with local youth organizations for hands-on workshops

• Hybrid formats combining in-person and remote participation
  

Ideal group size: 20–200 Typical lead time: 2–6 weeks (shorter with local suppliers)