The Power of the First Time
#FirstChangesEverything
A global brand campaign celebrating the impact of wearing your very first New Era cap.
- Client
- New Era
- Role
- Chief Creative Officer
- Year
- 2023
- Disciplines
- Broadcast, Digital Video
Brief
Give New Era a global idea built around the one moment every fan shares: the first cap.
Idea
First changes everything. Treat the first time you put on your team's cap as the moment that loyalty and style begin.
Work
We captured the emotional connection fans and athletes have with their team's cap, framing it as a transformative moment of allegiance and style.
Impact
A campaign that links the product to a feeling every fan can remember, and gives New Era a single line that works across athletes, fans and regions.
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