This short initiated by Spike DDB explores Brooklyn, NY as a brand, delving into the community’s culture, appeal, artistry, diversity and charm–attributes which have assorted folks co-opting the Brooklyn moniker for their businesses.
Titled Brooklyn Made, this 10-minute film tapped into Brooklyn’s “brand managers”–leaders, entrepreneurs, and makers who are invested in the brand, leveraging the brand in their business or involved in some form of commerce as a result of the Brooklyn phenomenon which has seen the NYC borough over the last some 20 years become a growing home to major entrepreneurial growth and innovation. From this exploration, the film yields brand-building lessons, including the following cited by Victor Paredes, managing director of Spike DDB:
–Brooklyn’s power as a brand emanates from having become a timeless idea, not just a cool current place
— That brands are built based on what they DO, not what they claim
— That cultural competence is a source of important innovation and competitive advantage
— That growth and innovation is the result of collaborating and participating in culture
Among those sharing their observations are filmmaker Spike Lee; founder Steve Hindy and brewmaster Garrett Oliver of Brooklyn Brewery; anthropologist Marcus Watson; and small Brooklyn business principals such as Gaia Diloretto of By Brooklyn, Paul Rivera of BK Eats, Joe Avedisian of Brooklyn Machine Works, and Peter Shapiro of Brooklyn Bowl.
Daniel Hollis of Handheld Films served as director/DP.
