Ever wonder, “What is art?”
Seems New Balance is challenging viewers’ perspectives with its very own daily dose of modern (branded) interpretive videos. The short films featured on the sneaker company’s hub site are part of a new film project, art directed by Mother, which will showcase a new 15-30 second video daily in 2010.
So far, content ranges from banjo plucking battles to this trompe l’oeil short (captioned “Tight rope walking isn’t always dangerous”)—and anywhere/everywhere in between. Directed by Jesper Kouthoofd (of Ikea and Volvo fame), videos are loosely themed around the concept of “balance,” often employ stop motion techniques, and seem to beg for viewer analysis (i.e. – “What does this mean?”).
BrandWeek calls New Balance’s foray into the branded content arena (following such brands as Converse and Nike) “more entertaining than literal,” with Mother Art Director Mark Aver saying, “We wanted to create content that people [would] actually want to watch every day, perhaps for a year.”
While incorporating social media sharing and an iPhone app with a tonal alarm clock feature (touted as “the world’s first audio/visual alarm clock”) that alerts mobile users of new videos and allows for viewing via their iPhones, the campaign depends almost entirely on word of mouth.
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