ABOUT

In 2011 ACCLAIM was approached to help New Balance re-introduce their iconic NB574 silhouette and by extension the brand itself to the men's lifestyle market in Australia. New Balance wished to communicate to the market in an authentic and credible way by supporting the creative community so a carefully selected group of artists, musicians, designers and entrepreneurs were selected as ambassadors.
A total of five ambassadors were both filmed and photographed in a documentary style over several months with the content used across digital, print and street advertising in four phases. The filming of each ambassador was edited into four parts with an emphasis on creating a compelling story arc. The campaign concluded with an exhibition held in Melbourne featuring photos from the campaign and product from New Balance’s lifestyle range.
New Balance secured the two major stockists that they had outlined in their KPI’s and saw the NB574 product released to strong demand off the back of the Journeys campaign.