NEW BALANCE NB574

DATE
2011 - 2013.

PROJECT NAME
New Balance NB574 campaign publicity.

LOCATION
Australia.

THE BRIEF
- Seed a series of digital content to relevant Australian media, bloggers and tastemakers (2011 - 2013)
- Promote photography exhibition by Josh Robenstone in Melbourne and Sydney featuring campaign stills (2011)
- Organise launch event in Sydney with live performance by Goldfields (2012)
- Promote Melbourne launch event and lectures (2013)

OVERVIEW
Engaged by New Balance and Acclaim Creative we promoted New Balance's lifestyle campaigns in Australia from 2011 - 2013. Each of these campaigns centred around a series of documentary style videos that required distribution to media and bloggers around Australia and the world.

2011 - Excellence
Video series following the lives of Vinci Andanar (musician, Goldfields), Meggs (artist), Jimmy Bliggs (streetwear designer, Grand Scheme), Tristan Ceddia (art director, The Blackmail and Serps) and Raph Boogie (founder, Taco Truck). The campaign finished with a photography exhibition in Melbourne by campaign stills photographer Josh Robenstone.

 

Click here to view all videos.

HIGHLIGHTS
Australian In Front
Booooooom.com
Broadsheet
Daily Telegraph
Desktop
Everfresh studio blog
The Galeries
High Snobiety
Huffington Post
Hypebeast
Lifelounge
Monster Children
Oyster
Pedestrian
Portable.tv
Sneaker Freaker
The Vine
Three Thousand

2012 - NB574
Video series following Australian band Goldfields including a music video shot by New York photographer 13th Witness and launch event in Sydney co-presented by Channel [V].

2013 - Walk Your Own Path
Video series following influential and creative Australian women Elke Kramer (jewellery designer), Charlie Brophy (photographer), Chela (musician), Alicia Twohill (founder, Babes on Grill) and creative duo Michelle Tran (photographer) and Michelle Leung (fashion stylist) .

The video series was complimented by a creative forum in Melbourne featuring LA based DJ Tokimonsta, NYC illustrator Sophia Chang, Australian jewellery designer Elke Kramer, vintage fashion entrepreneur Belinda Humphris and Melbourne artist Miso.