574 CLIPS by Mother New York for New Balance

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574 CLIPS

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Industry Shoes, Sportswear, Athletic Footwear & Accessories
Media Promo & PR
Market United States
Agency Mother New York
Executive Creative Director Linus Karlsson, Paul Malmstrom
Art Director Jed Grossman, Mark Aver
Copywriter Jon Lancaric, Ben Hughes
Designer Derrick Lee
Producer Imogen Bailey, Max Knies
Released September 2009

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: NEW BALANCE
Product/Service: SNEAKERS
Agency: MOTHER NEW YORK
Date of First Appearance: Sep 15 2009 12:00AM
Entrant Company: MOTHER NEW YORK, USA
Entry URL: http://nb574clips.thiscomesfrom.us/
Executive Creative Director: Linus Karlsson (Mother)
Executive Creative Director: Paul Malmstrom (Mother)
Art Director: Jed Grossman (Mother)
Art Director: Mark Aver (Mother)
Copywriter: Ben Hughes (Mother)
Copywriter: Jon Lancaric (Mother)
Creative Technologist: Rey Peralta (Mother)
Designer: Derrick Lee (Mother)
Producer: Imogen Bailey (Mother)
Assistant Producer: Bryan Reisberg (Mother)
Art Producer: Amita Sehgal (Mother)
Production Company: (Greencard Pictures)
Executive Producer: Nick Kadner (Greencard Pictures)
Executive Producer: Emily Wiedemann (Greencard Pictures)
Producer: Max Knies (Greencard Pictures)
Interactive Agency: (Almighty)
Media placement: online - www.574clips.com - September 15, 2009

Describe the objective of the promotion.
New Balance decided to release a limited-edition line of their classic 574 sneakers, using spare materials from the Maine factory and designed to appeal to their core customer - the sneakerhead.

Describe how the promotion developed from concept to implementation
Taking our inspiration from the odds and ends fabric that was used to make the shoes, we travelled around the country and shot 480 film clips and polaroids - telling a different story for each pair of shoes. Each pair of shoes had a polaroid placed in the box and we built a website showing the films and telling sneakerheads that if they tracked down a pair they could “claim” the film that matched it using a code on the polaroid.

Describe the success of the promotion with both client and consumer including some quantifiable results
The shoes sold out in 20 days. The website received over 20,000 hits per month - even after all the shoes were sold. Sneaker bloggers and industry commentators gave us digital coverage worth around $500,000 in paid media. There is a thriving after-sales market for them on eBay where they sell for about twice their original price.

Explain why the method of promotion was most relevant to the product or service
New Balance is a “quiet” brand that generally does not advertise. And sneakerheads are super-discerning and resistant to being sold to. They appreciate NB for not being a marketing shoe company. So we decided to do something that wouldn’t be advertising but would add a level of storytelling to the shoe release that would make it stand out from other special editions.