Category: Recreation, Leisure, sports
Client: New Balance
Media: Film
Country: United Kingdom
Client: New Balance
Agency: BMB London
Chief Creative Officer: Jules Chalkley
Executive Digital Director: Ben Lunt
Creative: Pete Ioulianou
Creative: Ollie Agius
Business Director: Farah Winning
Head of TV: James Bolton
Agency Producer: Jonathan Saunders
Photographer: Dean Martindale
Director/Production Co.: Jack Driscoll – Park Village
Producer: Joe Walker
Editor: Billy Mead/Liam Backler at Tenthree
Post Production: Mill/BMB
Sound Design: Dugal Macdiarmid at Wave
DoP: Patrick Mellor
Date: May, 2017
Description:
Creative agency BMB has launched a social, digital and experiential campaign for New Balance, having replaced Adidas as the England and Wales Cricket Board (ECB) kit sponsor.
‘My Future Self’ breaks on 2 May and runs for six months. It includes editorial and Video on Demand (VOD) elements, with the agency’s brief being to activate New Balance’s global campaign to increase brand consideration in the UK.
‘My Future Self’ promotes the values, convictions and experiences that have shaped world-class athletes and fitness professionals. It centres on the opportunities for self-improvement that both athletes and individuals face each day – when they can redefine personal ambitions and motivations and ensure a sense of purpose.
The campaign will run from May to September, with a series of long and short form films available on both on newbalance.co.uk and on the brand’s social channels, and which feature New Balance athletes and ambassadors.
The first film launches on 2 May to coincide with the unveiling of the 2017 England Cricket kit. Entitled ‘Dear 677’, the film is an open letter from the current Test team to its next player and to future generations of English cricket.
Over the next six months, a further three long-form films featuring New Balance athletes Joe Root, Heather Watson and Callum Hawkins will roll out. These will complement shorter-form social content featuring New Balance brand ambassadors Shona Vertue, Fran Halsall and Pennie Varvarides.
Content will be distributed extensively across social media, with formats created and optimised for Facebook, Twitter, Instagram and Snapchat and supported by the hashtag #MyFutureSelf to encourage user engagement.
Media planning and buying was handled by MediaCom.