About: NEW BALANCE
Concept, Creative Direction for New Balance "Declare Your Independence" 2018 global brand anthem.
The anthem broadcast spot "Declare Your Independence" serves to launch a new global comms platform for the New Balance ("Fearlessly Independent Since 1906") and new visual identity (not to mention a whole new vibe). The gist being that NB is the only major athletic shoe and apparel brand that is privately held (family owned) and thus can truly act in a way that supports their very strong values, rather than having to cater to shareholders.
The campaign runs in 27 markets, in all channels and will have 400 NB athletes participating digitally/socially.
Directed by Philip Andelman