CREATURES by J. Walter Thompson Singapore for New Balance

CREATURES

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market Singapore
Agency J. Walter Thompson Singapore
Regional Executive Creative Director Tay Guan Hin
Executive Creative Director Ali Shabaz
Creative Director Koh Hwee Peng
Art Director Tay Kok Wei
Copywriter Gao Yuanheng
Illustrator Kristal Melson
Released July 2009

Credits & Description

Category: Posters
Advertiser: OUTDOOR VENTURE
Product/Service: NEW BALANCE ABZORB SPORTS SHOES
Agency: JWT
Date of First Appearance: Jul 31 2009 12:00AM
Entrant Company: JWT, Singapore, SINGAPORE
Regional Executive Creative Director: Tay Guan Hin (JWT Singapore)
Creative Director: Koh Hwee Peng (JWT Singapore)
Art Director: Tay Kok Wei (JWT Singapore)
Copywriter: Gao Yuanheng (JWT Singapore)
Illustrator: Kristal Melson
Executive Creative Director: Ali Shabaz (ex-JWT Singapore)
Production Manager: Neo Kian Heng (JWT Singapore)
Account Executive: Karan Dang (JWT Singapore)
Media placement: Poster - In-Store - 31/07/2009

Describe the challenges and key objectives
Consumer research revealed that runners are known to be fiercely loyal to sports brands they use. However, it also revealed that a number of them suffered sports injuries but did not make the switch to more protective footwear, due to a lack of product knowledge. Our objective was to create interest in the product category and top of mind recall for New Balance Abzorb footwear.

Describe the brief from the client
Design point-of-sale posters that demonstrate the soft cushioning abilities of New Balance Abzorb technology, a key product benefit for any runner.

Describe how you arrived at the final design
Most footwear advertising is cold, clinical and speaks to consumers as though it were rocket science. We wanted to design simple posters with an insight that runners could relate to. This is why we featured the little creatures runners encounter every day. The challenge was how to incorporate them into the design and demonstrate the product benefit – all at the same time.

Give some indication of how successful the outcome was in the market
The campaign achieved outstanding product recall and increased sales by almost 150%. The posters were also given away with purchases of New Balance Abzorb shoes, with some consumers even returning to the store and requesting for the complete set. This helped the store to achieve even higher sales than usual.