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For this multi-tiered campaign New Balance wanted to focus on the launch of a complete range of women’s lifestyle product into stores across Australia. With a desire to appeal to a broad range of authentic female thought leaders we enlisted five dynamic creative women as ambassadors and built the campaign around them with the tag line ‘Walk Your Own Path’.

The campaign included video content featuring each of the five ambassadors supported with a lookbook and accompanying print and street advertising. The campaign was concluded with a forum that featured some of the national ambassadors and additional international speakers and an afterparty at which campaign ambassador Chela performed, both were held in conjunction with Oyster Magazine. The campaign resulted in New Balance taking the number one sales spot in the women’s lifestyle category at national retailer Hype DC.