New Balance announces the launch of New Balance 365, a collection of 365 short films that engages consumers 365 days a year by asking them to think about “the balance”. Beginning on February 22, one 20 second short film that creatively explores the idea of “the balance” will post live each morning to NewBalance365.com for consumers to view, ponder and engage with the New Balance brand each and every day of 2010.

The project, a creative collaboration between New Balance, Swedish film director Jesper Kouthoofd and New Balance Lifestyle agency of record, Mother New York, 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 87 (of 365) films were shot in Stockholm in a truly collaborative effort. Mother, New Balance and Jesper worked collectively to build film sets, engineer the film shoot and bring the project into existence.

New Balance 365 has two central elements: A website which is both the hub and the creative workshop for all activity and an iPhone app which brings the experience of New Balance 365 to life in the form of a daily alarm clock.

NewBalance365.com
The New Balance 365 website, designed to become a part of people’s everyday lives, 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. Each film features a New Balance silhouette that will be introduced as part of New Balance’s global spring/summer 2010 collection. After the film concludes, the featured style’s retail availability will appear on screen with detailed purchase information. “The films are designed to give you pause and prompt you to think about the way in which the idea of balance is being communicated,” stated Steve Gardner, strategic business unit manager for New Balance’s Lifestyle category. “We believe that by engaging the audience more often and in a richer fashion, we can build a deep and enduring relationship, one that goes beyond the purchase of a pair of shoes.”

In order to create content for the daily films, New Balance tapped Jesper Kouthoofd, the Swedish film director well-known for previous work with IKEA and Volvo. Signed to Ridley Scott’s RSA Films, New Balance 365 will be Kouthoofd’s first USA film debut. Working closely with Mother, all films were designed to creatively explore the idea of “balance”.

One film might feature dueling banjo players (each playing a different part of the same song) and another film might feature the balance between sun and clouds. According to Kouthoofd, “The film creation process itself was a balanced effort between New Balance, Mother and myself. The Mother team and New Balance came to our Stockholm studio and together, we hand-built each of the 87 set designs and various props with laser-cutters, vinyl-cutters, wood working machines, spray paint and sewing machines. We painted the entire studio grey so that we could shoot in all directions and with three camera and multiple sets, we managed to shoot about eight films a day with a combination of time-lapse, stop motion, high-speed and traditional shooting techniques.”

Stating why he got involved in the New Balance 365 project, Jesper commented “New Balance feels like an intellectual and timeless brand and I like that. I have always liked what New Balance stands for-both as a brand and their product.”

iPhone Application
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. The iphone application will be available for download on the New Balance 365 site and for free.

“New Balance already has a devoted fan base; we wanted to deepen this relationship and give New Balance fans something interesting back,” said Linus Karlsson and Paul Malmstrom, ECD’s at Mother New York. “Hopefully, this is interesting and reason enough to want to interact with the brand, based on more than just the desire for a pair of shoes. That’s the main reason behind New Balance 365. In short, it’s a website, and an iPhone app, and a series of 365 films that explore the core of the brand’s DNA – what “the balance” really means in life. It’s about starting a conversation every morning for at least a year. We hope it will be useful and intriguing at the same time.”

Kouthoofd added, “All in all, I hope these films will make people happy for at least 20 to 30 seconds a day. I want them to wake up with a smile.”

The New Balance 365 project will appear online and in stores worldwide beginning on February 22, 2010. For more information, please visit www.NewBalance365.com.

ABOUT JESPER KOUTHOOFD
Jesper Kouthoofd is a multi-talented, film director, graphic designer, product designer, entrepreneur and all around renaissance man. He has directed spots for Sony, Volvo, IKEA, H&M, Mitsubishi and more, demonstrating an all around command of storytelling, performance and striking visuals. Aside from founding his own design firm, production company, technology company and branding firm he was also a co-founder of one of Sweden’s leading jeans brands, ACNE. Jesper’s eye for detail, art and overall aesthetic make him
a perfect fit for the New Balance Lifestyle campaign. Additionally, his widespread experience in animation, set and prop building make him an ideal production partner. His credentials say it all.

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