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Celebrating the 59FIFTY

5950 Anniversary NYC

A localized New York City campaign honoring the anniversary of the iconic fitted cap.

Still from 5950 Anniversary NYC
Client
New Era
Role
Chief Creative Officer
Year
2022
Disciplines
Broadcast, Digital Video

Brief

Mark the anniversary of the 59FIFTY in the city that wears it hardest, and make the celebration feel local rather than corporate.

Idea

Treat New York as the product. Anchor the anniversary in the neighborhoods, creators and ballpark culture that made the fitted cap a city staple.

Work

An experiential and digital push that tied the iconic 59FIFTY silhouette directly to the energy, creators, and baseball culture of NYC.

Impact

The anniversary became a New York story first and a product story second, giving New Era a localized chapter to build on for the 59FIFTY.

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