Grey Days, Brooklyn agency, American Haiku’s first work for New Balance a year ago transformed the classic history commercial into a fascinating montage of stylised (and very stylish) clips. The long-form film, a collaborative effort from director, Elliott Power; American Haiku creative directors, Thom Glover and Daniel Wolfe; and cinematographer, Norm Li, highlighted different eras and aspects of the brand’s history, from its running heritage to its icon status in the 1980s, and even the mythology around the 990 – the first $100 sneaker, through reminiscences and observations. The ode to the company’s rich heritage and cultural impact makes the message that New Balance is legendary loud and clear.
This year, the brand has added Spanish pop and flamenco singer, Rosalia, as its newest brand ambassador with the campaign drawing on themes from the earlier work. The announcement marks the brand’s deeper move into entertainment, partnering with artists and celebrities who not only excel in their craft but are also deeply committed to giving back to their communities. The campaign promotes the release of the new 240L. After reimagining what a history campaign can be last year, the new work rethinks what an ‘ambassadorship’ really means – It’s not just a poster with two names on it, but an alliance, a mission, someone bringing forth something incredible to the world.
The campaign’s photo series goes deeply into storytelling, inviting viewers to immerse themselves in the world of New Balance through the lens of Rosalìa. Highly stylised and cinematic still images tell the story of a package changing hands in Boston before the carrier wearing New Balance 204Ls speeds through the rain with a final destination of NYC. As the woman reaches her destination and enters an office in Midtown, the lobby falls silent. She makes her way to a boardroom and lays the package down in front of a room of serious executives…who are visibly awed. The package reveals that it’s Rosalìa as the new face of New Balance’s 204L. The future is here…
Ben Muckensturm, creative director, American Haiku, added,“The campaign blends the dramatic aesthetic of film noir with the stylised narrative of European photo novels. This allowed us to turn photography into a storytelling tool – with a story plot centered around Rosalía that seamlessly translates across print, social, web, and out-of-home.”
The full campaign covers OOH, including print and digital, social, New Balance’s website, and a global media partnership with Harper’s Bazaar.
Thom Glover, founder & CCO, American Haiku, stated, “It’s the most exciting name in sport and fashion combined with the most exciting talent in music, so we saw an opportunity to get away from a classic product-forward approach. We wanted to announce the partnership with a story that draws you in; cinematic, enthralling, timeless.”
Credits:
Client: New Balance
Global Brand President & Chief Marketing Officer: Chris Davis
Vice President, Global Marketing: Jeff McAdams
Global Director, Lifestyle Marketing: Tom Henshaw
Senior Manager, Global Entertainment Marketing: Charlene Masona
Global Entertainment Marketing Associate: Lily Marsh
Global Director, Media: Selda Bensusan
Head of Global Media: Ryan Cassidy
Senior Manager of Global Communications, Lifestyle, Brand, & Purpose: Joanna Howarth
Global Marketing Manager, Public Relations: Skyler Wilde
Creative Agency: American Haiku
Chief Creative Officer: Thom Glover
Creative Directors: Daniel Wolfe, Ben Muckenstrum & Jason Gold
Head of Operations: Christine DiStasio
Executive Producer: Leah Donnenberg Ramia
Design Studio Temp
Business Affairs: Hailstorm
Manager: Emily Dalton
Production Companies: Arts & Sciences & Artists Commission
Photographer: Alex Prager
Managing Partner & Executive Producer: Marc Marrie
Managing Director & Partner: Mal Ward
Executive Producer: John Benson
Director of Production & Executive Producer: Christa Skotland
Head of Production: Milena Milicevic
Producer: Nina Beth Shiffman
Director of Photography: Robert Elswit
Production Designer: Clement Price-Thomas
