The New Balance 365 Project
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 today, 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. The New Balance 365 website, designed to become a part of people’s everyday lives, moves away from the typical transactional model to one where the brand creates fresh daily content and utilities that become a part of people’s everyday lives-thus giving people a reason to interact with the brand daily. Each film features a New Balance silhouette that will be introduced as part of New Balance’s global Spring/Summer 2010 Collection. After the film concludes, the featured style’s retail availability will appear on screen with detailed purchase information.
In an effort to extend the creative reach of the project, each film will also be available as an iPhone alarm clock application. Through interesting film and sound, the New Balance alarm clock wakes you up with something new and different every day and provides the user with a daily dose of “balance”. The app will also allow users to view their own sleep statistic and how they compare to others around the world. The iPhone application will be available for download on the New Balance 365 site.