The New Balance 365 project is a collection of 365 short films that engages consumers 365 days a year by asking them to think about “the balance”. Beginning on Feburary 22nd, one 20 second short film that creatively explores the idea of “the balance” will post live each morning to NewBalance365.com and via the New Balance 365 iPhone alarm clock app for consumers to view, ponder, and engage with the New Balance brand each and every day of 2010.
The project was designed to revolutionize the way New Balance connects with the consumer and creates a new method of communication with the brand’s audience. Over the course of eight days, the first 88 (of 365) films were shot in Stockholm and were directed by multi-talented Swedish film director Jesper Koothoofd. New Balance 365 website moves away from the typical transactional model to one where the brand creates fresh daily content and utilities that become a part of people’s everyday lives-thus giving people a reason to interact with the brand daily.
In an effort to extend the creative reach of the project, each film will also be available as an iphone alarm clock application. Through interesting film and sound, the New Balance alarm clock wakes you up with something new and different every day and provides the user with a daily dose of “balance”. The app will also allow users to view their own sleep statistic and how they compare to others around the world.
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