Brooklyn Nets
Hello Brooklyn

  • Brand Positioning
  • Communications Planning
  • OOH
  • Visual Identity

The Challenge

When the Nets first announced their move to Brooklyn, there was immediate backlash. Skeptics worried the benefits of the new stadium would fail to materialize, fans balked about bringing the team into enemy territory, and the community feared disruptions to the borough’s unique culture. Facing this formidable opposition, Translation was tasked with finding a way to inspire the community to embrace their new home team.

The Idea

Play

Translation brought the borough together around the Nets, by tapping into the one thing we all had in common: Brooklyn pride. Using a phrase that’s been uttered by Brooklyn hip-hop artists for decades, we introduced the Nets to their new community in the most Brooklyn way possible – Hello Brooklyn.

Phase 1

To build excitement and spark conversation, Translation teased the Nets’ arrival by projecting an empty logo crest in iconic locations across Brooklyn. We then slowly revealed the full logo – element by element.

Although the crest was empty, the message was full of that Brooklyn grit and attitude.

Phase 2

When we ultimately revealed the full Nets logo, it became clear the new brand reflected a respect for Brooklyn’s legacy – while uniting the borough under one banner, we stoked Brooklyn pride to burn even brighter.

This great borough finally had a team to represent its spirit.

Phase 3

With Brooklyn pride at fever pitch, Jay-Z debuted the new Nets jersey at each of 8-straight sold-out shows to kick off the opening at Barclays Center. The uniform became an instant Brooklyn badge of honor, and our simple “Hello” had turned into a cultural movement.

Who else but Hov could bring merit to the new Nets jersey design?

The Impact

Translation’s work helped unite Brooklyn behind the the Nets, and we firmly established their place within the fabric of the borough (and as Brooklyn’s real home team).

400 MM

Total impressions. #HelloBrooklyn blasted off, trending more than 100,000 times (across all 50 states and in 131 countries)

1 DAY

Time it took for Nets jersey sales to eclipse the entire previous season

10x

Increase of all merchandise sales vs. the previous year

more
work

NFL —
Inside These Lines

NFL —
Inside These Lines

With Translation’s help, the NFL made a brand statement built on the values of the game and spread a message of unity on football’s biggest stage, Super Bowl LI.

NBA —
From Hype to Heart

NBA —
From Hype to Heart

The NBA is one of the most popular sports leagues in the world, but the league was trying to find a way to deepen the connection that fans want to feel – to both their favorite team and the game itself. That's where Translation came in.

Beats by Dre —
The Shop

Beats by Dre —
The Shop

We helped Beats steal the spotlight by creating “The Shop” – an online series that featured hot takes and uncensored debates between some of today's greatest players and performers.

State Farm —
Chris and Cliff

State Farm —
Chris and Cliff

With the birth of NBA superstar Chris Paul’s alter ego and twin brother Cliff Paul, we transformed the cultural narrative around insurance and the value of an assist.

HBO —
The Defiant Ones

HBO —
The Defiant Ones

HBO tapped Translation to lead the launch of one of their most anticipated documentary films. Through our innovative, integrated approach, we delivered the largest documentary audience in the history of the network.

Apple Music —
Chapters

Apple Music —
Chapters

Translation told a story of how Apple Music makes streaming music more human. And in doing so, we sparked a cultural shift in the way Black women are portrayed in advertising. The response was electric.

NFL —
For the Future of Football

NFL —
For the Future of Football

To attract a new generation of players and fans, Translation brought to life the social benefits of football, and challenged kids to discover what they can learn from the game, and about themselves.

Get in
touch
212.299.5505

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12th Floor
New York, NY 10036

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San Francisco, CA 91407