Content Director // BMB Agency
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.