Page 15 - PORTFOLIOO

MOCK CAMPAIGN

This is one of the mock When everything seemed to
advertising campaigns carried have been worked out, a new
out at university. The customer problem turned up: the
was New Balance. The briefing underground is a place used by
consisted on explaining, on the nearly all people, but not very
one hand, that the brand had connected to sport, so we
been related to nationalisms needed a solution so as to find
and radicalisms, and on the a relationship between the tube
other hand, that they wanted to and sports. And we did find it:
place the brand in the sports why not changing the coaches
world since it is directly into gyms? Then, the word ​fit​s
connected to fashion. can have two meanings in the
slogan.
The idea turned out to be as
follows: A campaign located in Would you have ever thought
the largest cities undergrounds, about this?
transforming their maps layouts
into New Balance sneakers and
the stations into their boxes,
under the slogan ​“Everybody
fit​s in the New Balance
Universe”. The thing is Why?
The answer is obvious: because
nearly everybody, without any
sort of distinction, uses the
tube. By releasing this
campaign we tried to convey
that New Balance suits all sorts
of people.