Face the impotence, sense of loss and pain, write the real chapter for youth

Frustration, confusion and pain of the young are put under spotlight. The real look of youth is presented in the form of fables. The unique perspective leaves the market deeply impressed, sparking waves of contemplation and discussion on youth and New Balance as a brand.

In this project, we had the honor to co-operate with the top-class Director in Asia Pacific and produced two great videos. In Boys Version, a double was used with to present the scene of self-reviewing. We selected different passages from various places as shooting scenes to demonstrate different possible life situations.

In Girls Version, we convinced the conservative client to try a more vivid way to present our theme of ‘The Trueth of Youth’ – to have some scenarios like blood, suicide etc. which other brand videos can hardly make it happen.

This three-day shooting video took almost two months for the pre-production.

1. After the brand keywords “We are who we are -this is our natural color” were adopted, there are as many as 13 million search entries. (Data from Baidu Searching Engine)

2. Over 3 million views are observed in TVC series (data from such video platforms as QQlive and youku).

3. This fresh slogan “the shade of my color deep down” are voluntarily memorized, mentioned and quoted by consumers.

4. This case leads to heated discussions about New Balance among consumers and people in the industry, not only creativity in advertising, a clear and distinguished New Balance brand with fresh characters.

5. On social media networks, it leads to an explosion of phenomenal discussions and interpretations related to “real youth” and mega transmission of socialized topics.

6. The case leads to significant increase of New Balance 574 sales by transferring brand promotion into sales.