NEW BALANCE: CHOOSE YOUR MC
Creative workshop
Creative direction
Art direction
Custom photoshoot
Design development
Custom hand lettering
OBJECTIVE: Drive engagements. Drive member numbers. Drive Commission through a completely bespoke campaign.
BRIEF: Showcase that New Balance ‘fits all student types’ by calling out four key personalities members seen on campus and making them relatable (Fashionista, Activist, Runner & Sneaker Head). With each personality, we've aligned New Balance products to create a shoppable wardrobe for any member who identifies with one or more of the ambassadors.
DELIVERABLES: Custom photo shoot, Site/app impressions, 4x custom tile suites (Generic, Fashionista, Activist, Runner & Sneaker Head), 2x Disruptor Cards, Product carousel, Organic social: Instagram, Paid social: Facebook, Instagram & TikTok, Bi-monthly newsletter inclusions, 3x Solus eDMs, 3x Push Notifications, Digital OOH - Campus Hubs, Programmatic.
RATIONALE: You can tell a lot about a student by the shoes they wear. But, no matter their age, background, gender or whatever they study, New Balance cater to all like no other brand out there. To hero this sentiment and drive the campaign direction, we’ve created four personas to help students relate, engage and inspire the next generation of New Balance consumers. Plus, to keep this as authentic as possible we’ve teamed up with Campus Group and their Ambassador program to feature 4 willing students who best fit these personas in a real life photography shoot and fully bespoke campaign. Four students, each sharing their bio to showcase and capture their student life and love for this UNiDAYS x New Balance partnership. New Balance, fits all student types.
EXECUTION: To keep the campaign feeling gritty, street, performance, fashion, aspirational plus aligning with the 4 key personas, we did a modern take on street/grunge as the 90s fashion and culture is on trend right now. However, as the talent were wearing New Balance shoes and apparel the challenge was how do we set them apart and inject some authenticity? We did this by developing custom hand lettering lockups in a way that reflected each Individual but still felt like it was a family and weaved it through the creative with other elements, patterns, then set the mood with the shoot backdrop colour palettes.
