BNZ Breakers launches new era with ‘Longshot’ film and fresh brand identity via Colenso BBDO

As the new strategic and creative partner of the BNZ Breakers, Colenso BBDO has been tasked with shaping the next chapter of the basketball franchise – on and off the court.

The partnership reflects a shared belief in the cultural power of basketball and its growing relevance across New Zealand and around the world. For the BNZ Breakers, it marks an opportunity to reconnect with the club’s roots and resonate with the next generation of fans.

As part of the partnership, Colenso developed a new brand identity for the team, in consultation with Haumi.

The new BNZ Breakers’ identity is grounded in the energy of the moana, expressed through movement and constant change. The ocean is not a barrier, but a pathway. It connects people, places, and ideas, shaping how movement and exchange occur over time.

This energy is distilled into the BNZ Breakers’ identity to signify the new era of the team.

Says New Zealand Breakers chairman and owner Marc Mitchell: “Our goal is to turn the clock back in the best possible way. That means putting New Zealand, our fans and our basketball culture at the centre of everything we do. This is about getting the fundamentals right again – being proud of who we are, where we come from, and how we show up for our community.”

Says BNZ Breakers Strategic Marketing Advisor Leanne Bats: “Every aspect of our brand has been reimagined – from our brand identity and jersey, through to this bold campaign from Colenso. Led by the ‘Longshot’ hero film, it represents an important recognition of our proud history, and an ambitious statement about our future.’

The film, voiced by UFC Champion Israel Adesanya, is supported by a social and broader campaign.

Says Angela Watson, CEO, Colenso: “We’re proud to be on the BNZ Breakers’ team. They represent New Zealand in an international game. As an agency that also competes on the world stage, we’re passionate about helping brands, teams and ideas from Aotearoa win – globally.”

VIEW THE PRINT MAGAZINE + PAST ISSUES ONLINE. SUBSCRIBE NOW.

Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin.              Subscribe to Campaign Brief Magazine.

#More Creative News   #No paywalls   #No annual membership fees

Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel