Design point-of-sale posters that demonstrate the soft cushioning abilities of New Balance Abzorb technology, a key product benefit for any runner.

Most footwear advertising is cold, clinical and speaks to consumers as though it were rocket science. We wanted to design simple posters with an insight that runners could relate to. This is why we featured the little creatures runners encounter every day. The challenge was how to incorporate them into the design and demonstrate the product benefit – all at the same time.

The campaign achieved outstanding product recall and increased sales by almost 150%. The posters were also given away with purchases of New Balance Abzorb shoes, with some consumers even returning to the store and requesting for the complete set. This helped the store to achieve even higher sales than usual.