In order to demonstrate the uniqueness of each one of the 480 pairs in the limited edition series, which are constructed entirely out of leftover clips of material from the NB 993 and 996 designs, Mother created their own series of “clips”—exclusive vignettes shot in cities across the U.S. documenting the experience of every pair before they reached consumers. The shorts are featured on the 574 Clips website. Buyers are invited to search for their shoes’ special short and once they find it, they can “claim” their NBs by entering a special code. Their names will then be featured at the end of the film.
A couple problems: New Balance has no cohesive branding identity and second this really nice project has not been promoted in the right places if at all.
Agency: Mother, New York
Creative Director: Linus Karlsson, Paul Malmstrom
Art Director: Jed Grossman, Mark Aver
Copywriter: Ben Hughes, Jon Lancaric
Creative Technologist: Rey Peralta
Designer: Derrick Lee
Producer: Imogen Bailey