Case Study: Brooklyn Nets celebrate Brooklyn pride with Wieden+Kennedy

Brooklyn Nets celebrate 10 years in Brooklyn with Wieden+Kennedy

The Brooklyn Nets approached Wieden+Kennedy to help them celebrate their 10th year in Brooklyn. Their challenge was to move beyond a simple self-congratulatory message and instead create a campaign that would demonstrate the team's deep connection to its home borough, acting less like a transplant and more like a permanent resident to connect with fans.

Wieden+Kennedy created "The Brooklyn Way," an anthem film that served as a love letter to Brooklyn. The solution involved filming 20 local children in black and white, using unscripted interviews to capture their authentic perspectives on their home. The film featured minimal team branding to focus on the communal spirit. Wieden+Kennedy's approach successfully fostered a sense of pride, making fans feel that rooting for the Nets was synonymous with rooting for the entire borough and its future.

Brooklyn Nets