Make us Dream – New Balance Football
Make Us Dream
Insight
Liverpool fans have a unique relationship with the Champions League. It is a deep emotional connection made from previous winning European campaigns, but as a relative newcomer, New Balance Football don’t have that historic association.
Challenge
Engage New Balance Football’s core audience of 17-year-old males without alienating the older ‘club tribalist’ supporters of their largest partner asset, Liverpool FC.
Change
A highly emotive ad shot in some of the most significant locations to Liverpool fans around the city, demonstrating that New Balance understood the height of emotion leading up to the 2018 Champions League final. It showed New Balance, Liverpool FC and the fans, shoulder to shoulder. 1 week from concept to final edit, the ad secured over 500k organic views.
Insight
Liverpool fans have a unique relationship with the Champions League. It is a deep emotional connection made from previous winning European campaigns, but as a relative newcomer, New Balance Football don’t have that historic association.
Challenge
Engage New Balance Football’s core audience of 17-year-old males without alienating the older ‘club tribalist’ supporters of their largest partner asset, Liverpool FC.
Change
A highly emotive ad shot in some of the most significant locations to Liverpool fans around the city, demonstrating that New Balance understood the height of emotion leading up to the 2018 Champions League final. It showed New Balance, Liverpool FC and the fans, shoulder to shoulder. 1 week from concept to final edit, the ad secured over 500k organic views.
