We were tasked with creating a campaign following the year of the Boston massacre making this a crucial campaign and a need for thoughtfulness. We wanted to ensure this campaign was strong, uplifting, and showed the true pride of Boston. We showed support and captured consumer engagement and participation before, during and after the Boston Marathon by creating a citywide takeover. An integrated campaign showed Boston runners and fans that New Balance understands their city, their race and their passions, supporting them all the way to the finish line. This impactful and powerful campaign was applied to advertising, outdoor wild postings, retail displays, in-store signage, 3-D displays, and retailer-specific activation for three of Boston’s biggest retail stores.
Reggie Award Brand: New Balance Lead Agency: Upshot Award Level: Silver Year: 2015 Categories: Local, Regional Market Campaigns