New Balance, the renowned sneaker, shoes, and athletic wear brand, challenges the perception of grey as dull and lifeless with its new campaign film, Grey Days. This visually stunning piece celebrates the authenticity and versatility that define the New Balance legacy, showcasing the significance of the color grey to the brand and its consumers. Let’s explore more about this captivating campaign and its impact on the world of fashion and culture.
The Art of Grey Days
Grey Days, created by Brooklyn-based agency American Haiku, presents vignettes of daily life in a lo-fi, indie filmmaking style. The film features stars from the worlds of music, skateboarding, and American football, demonstrating New Balance’s reach across different cultural touchpoints. Nods to the brand’s heritage are beautifully packaged in an animated sequence by London-based studio Stray, offering a potted history of New Balance’s grey roots in the form of a retro cartoon.
Grey: A Color for All
New Balance’s chief marketing officer, Chris Davis, emphasizes the significance of the color grey to the brand and its consumers by stating “Grey plays a central role in connecting the various scenes that take place in different parts of the world, appealing to people from all walks of life. It represents authenticity, versatility, and timelessness, carrying the brand’s heritage into the future.”
Global Impact and Reach
The film will be screened in theaters and streamed in the U.S., with a 60-second trailer airing in cinemas across several countries. Additionally, the film will be released as individual scenes, with print and out-of-home campaigns running across Europe and Asia. This extensive reach highlights the global impact and resonance of New Balance’s message of authenticity and versatility.
Bottomline
Grey Days embodies a creative and sincere tribute to the authenticity and adaptability that characterize the New Balance legacy. It not only reimagines the conventional interpretation of the color grey but also honors its prevalence and importance in the lives of people worldwide. With this campaign, New Balance showcases its ongoing impact on the fashion industry and cultural sphere, reaffirming its status as a brand that connects with a diverse and global audience through creativity.
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