New Balance: We Are Boston
Campaign Summary
In this case study, New Balance, the US, Boston-based footwear manufacturer chose an historically significant and emotionally-packed event —the 2014 Boston Marathon— to launch a campaign that celebrated runners' strength, passion, and the brand's dedication to its home city while inspiring fans to share what they loved about Boston via a #LoveBoston hashtag. A year after the terrorist bombings at the 2013 Marathon, New Balance plastered the city with postings and signage featuring Boston-specific iconography and New Balance's love for Boston, its marathon, and demonstrating its pride. The result:
- New Balance Boston Boylston...