DIGITAL EXPERIENCE
New Balance was looking for a low-budget, high-concept digital idea to support a new running shoe called Fresh Foam. My partner and I had an idea to send shoes all over the world, and in return gather GoPro footage, photos and interviews from enthusiastic runners who were only too happy to become involved simply due to their love of running.
We collected stories from 22 runners spanning all seven continents – (yep, even Antarctica) to see what the running experience was like in their neck of the woods. The real fun began as runners everywhere else began to activate against the #SeeMyRun hashtag to share their own photos, videos and stories. The result was a layered, multi-platform experience that became a metaphor for how running connects the world over – with our product at the center.
But you can see how it worked and get a sense of all the rad content in this site demo.