The My Future Self campaign showcases the true individuality, grit and unparalleled persona of New Balance-sponsored world class athletes. Through their own words, reflections and inner strength, they inspire athletes everywhere to unrelentingly pursue the best version of their future self.
As well as the films, I’ve also worked to launch a #MyFutureSelf influencer strategy, experiential activations, a sports partnership launch, social launch strategy, website hub, and an ongoing ambassador program. A truly integrated project.
This social, digital and experiential campaign launched New Balance’s partnership with the England and Wales Cricket Board (ECB), replacing Adidas as official kit sponsor.
The overall brief was to activate New Balance’s global campaign, My Future Self, to increase brand consideration in the UK. With this film, we also wanted to bring awareness and excitement to the new sports partnership.
The ECB film below, the first layer of a 6 month UK campaign, launched on 2nd May 2017 to coincide with the unveiling of the 2017 England Cricket kit.
Capturing cricket in a new light, the film, entitled ‘Dear 677’, is an open letter from the current England team to its next player and to future generations of English cricket.
Over the next six months, a further three long-form films featuring New Balance athletes Joe Root, Heather Watson and Callum Hawkins will roll out. These will complement shorter-form social content featuring New Balance brand ambassadors and influencers Shona Vertue, Fran Halsall and Pennie Varvarides.
Content will be distributed extensively across social media, with formats created and optimised for Facebook, Twitter, Instagram and Snapchat and supported by the hashtag #MyFutureSelf to encourage user engagement.
Social Media Account Director, Content Director // BMB Agency
New Balance Toughest Opponent campaign looked at the battles we fight with ourselves. The doubts that stop us from pushing harder, the voice that tells us we’ll never be good enough. There is no greater opponent than the one inside your own head.
Alongside the 5 hero films, I worked to create a fully integrated campaign strategy, influencer campaign, website Hub experience and social UGC competition. I also managed a media partnership, e-commerce support and ongoing social media activation.
The 2016 campaign achieved more than 17.1 million video views, an 89% VTR across all ads served, and 5.3 million engagements on social media.