NewBalance365.com Tralier from TheSmileBlog on Vimeo.Boston-based New Balance announces the launch of New Balance 365, a collection of 365 short films that engages consumers 365 days a year by asking them to think about “the balance”. Beginning on February 22, one 20 second short film that creatively explores the idea of “the balance” will post live each morning to NewBalance365.com for consumers to view, ponder and engage with the New Balance brand each and every day of 2010.
The project, a creative collaboration between New Balance, Swedish film director Jesper Koothoofd and New Balance Lifestyle agency of record, Mother New York, was designed to revolutionize the way New Balance connects with the consumer and creates a new method of communication with the brand’s audience. Over the course of eight days, the first 88 (of 365) films were shot in Stockholm in a truly collaborative effort. Mother, New Balance and Jesper worked collectively to build film sets, engineer the film shoot and bring the project into existence.
New Balance 365 has two central elements: A website which is both the hub and the creative workshop for all activity and an iPhone app which brings the experience of New Balance 365 to life in the form of a daily alarm clock.
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