Brooklyn Nets — Moving To BK Brand Launch
Since the departure of the Dodgers in 1957, Brooklyn had been waiting to call a professional sports team their own. That’s a long, long wait. In 2012, that long, painful wait was finally over. The Nets were moving to Brooklyn and pro sports would once again be in the borough. The Nets tasked us with building excitement around their return. The idea we came up with was simple — take stadium seating, synonymous with watching live sports, and place it in iconic BK locales signifying the return. The wonderful photographer Dana Neibert shot the campaign, perfectly capturing the Brooklyn Bridge, Junior’s and the Wonder Wheel at Coney Island. We placed OOH all over NYC, letting folks know professional sports were back in BK.
Environmental/Non-traditional stunt
In addition to the print, we thought it would be cool to provide a little theater. The last time a pro sports team called Brooklyn home, newsboys still handed out newspapers on city corners. So we did just that. We hired actors, dressed them in period-approriate clothing and sent them to street corners with stacks the Daily News, customer wrapped in our “One Day” execution to announce the return of pro sports to Brooklyn. Their locations were tweeted and put on Facebook. People came out, took photos and listened to the boys shout “Extra! Extra! Pro sports returns to Brooklyn!”
