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.
Would you share?
Let us know what you think!
I don't have anything great to say about the project, but the latter comment is a bit harsh. Yeah, so maybe it doesn't have much continuity, and yeah, maybe it is a bit gimmicky. But when I think of New Balance, I solely think of that Monotony Grey running shoe that everyone swears by. Although quality, it doesn't exactly make me fall in love with the brand. This at least gives it a bit of a flavor. The right flavor? Debatable, but flavor nonetheless.
Just think that the first one with the Hair thing is such a gimmick attempt at making people go wtf. And frankly I think the market is saturated with stupid shit like that. I think they have a strong concept, using balance in life. But how does what they showed with a beard and hair and banjo have anything to do with their target audience that appreciates the New Balance brand as a comfortable shoe. It just seems gimmicky IMO. And in my opinion I would not share.