To help launch the Brooklyn Nets, we created a teaser campaign for the weeks leading up to the team’s official announcement. We started by seeding the #hellobrooklyn hashtag to spark conversation. Then we fueled that conversation with a few unbranded, rivalry-themed billboards. (A message from New York’s new basketball team, perhaps?) The centerpiece of the launch was the new Brooklyn Nets logo that we unveiled, piece by piece, over the course of the campaign.