In your face: People awake to new sneaker campaign

Boston – A new sneaker campaign aims to become part of consumers’ daily life, through 365 days of online video and an iPhone app alarm clock.

The New Balance 365 project is a collaboration between lifestyle agency Mother New York and Swedish film director Jesper Kouthoofd. A series of 365 short films by Kouthoofd, one for every day of the year, aims to encourage consumers to think about balance. The films will be posted on the website daily until February 21 next year.

An alarm clock that can be downloaded as an iPhone app will remind people of the campaign. This provides a unique way for New Balance to interact with its audience. As explored in our Brandtocracy trend report, widespread use of social media means consumers are increasingly demanding a personal relationship with brands.