New Balance

Strategy:
‍

In line with the global “Run Your Way” campaign, which promotes an inclusive message inviting runners around the world to celebrate their desire to run, we endorsed the idea that everyone has their own personal reason to run. Whether they are looking to lose weight, boost their mental health, improve performance, or clear their mind, every runner has their individual source of motivation. That is what Brut sought to capture by highlighting authentic stories from runners in the real world and sharing them on our platforms, which have widespread reach with Gen-Z: Snapchat, YouTube Shorts, Instagram Reels and TikTok.

Deliverables:

‍
A campaign that capitalized on two key moments in the running calendar:
> In June: a series of 5 interviews fronted by the runner and content creator CamilleCMP, filmed all throughout France and entitled “Why do you run?” that heads out to iconic running spots to offer an insight into what it is that motivates people to lace up their sneakers and go for a run.
> In September: creation of a series of 5 episodes entitled “In the sneakers of”, which follows celebrities as they run their favorite route to gain an understanding of their relationship with running. Starring Mehdi Maïzi, Samuel Etienne, Marie Léautey etc…