Entrant Company: BSE Global
Since the Nets relocated to Brooklyn in 2012, the team has been at the forefront of marrying sports and music in unprecedented fashion, starting with JAY-Z unveiling the team’s new uniforms on stage in the first-ever show at Barclays Center. This platform took that blueprint and expanded upon it, sending a call-to-action to every fan of Biggie’s, in Brooklyn and beyond, to celebrate his life and legacy alongside the team. The campaign demonstrated an authentic understanding of the franchise’s surrounding community and places emphasis on celebrating cultural icons versus singling out a specific player to take center stage in a marketing campaign. It inspires unity, reflection, and pride in the borough.