New Balance entered football last year by replacing owned brand Warrior. The Boston based brand launhched ‘Make Chances. Take Chances’, the brand’s advertisement to promote its first collection of football boots. New Balance has introduced the two new boots, both designed for attacking players, but differentiated by style of play.
Part of a wider campaign, marketing agency ZAK has created ‘Make Chances. Take Chances’, a stylised, high energy film starring four key players from the New Balance stable who clearly personify the two attack-minded outlooks.
Aimed at a core audience of 16-24 year old football obsessed men, the film cuts between graphic red and blue spaces that correspond to the launch colour-ways of the boots.
It also features the football superstars Aaron Ramsey and Samir Nasri who “Make Chances” and Adnan Januzaj and Alvaro Negredo who “Take Chances”, demonstrating the key elements of the boots, which were created using player-specific data.
The film was directed by Anthony Dickenson in collaboration with Time Based Arts and comes in a 90 second format. Designed to be shown online, the film is also accompanied by exclusive behind-the-scenes content, interactive videos and a full global toolkit of digital, print and retail assets.
Matthew Bennett, Chief Creative Officer, ZAK, commented: “We’re really excited to see the results of a lot of hard work, strategic planning and creativity over the last 12 months. The New Balance teams are always open to new ideas and we have a strong relationship based on partnership. We also take the same partnership approach to activating the NB Football sponsored athletes.
It’s worked really well in producing a strong, impactful and exciting campaign to launch their first innovative boots into a competitive global market so I couldn’t be happier.”
Kenny McCallum, Global Brand Manager, New Balance Football, commented: “At New Balance we are always innovating – this is why the launch of our new range is so important for the brand. It represents an exciting step forward for the business into a new category. ZAK clearly understands our brand objectives and how we think which this is reflected in the film. The agency has come up with a piece of content that captures our aims whilst showcasing the fantastic new product – a great result.” [Source: The Marketing Blog]