New Balance Football
Disruptive launch of combined football + lifestyle collection.
The challenge was two-fold.
First, launch the brands first ever cross-category football and lifestyle pack, containing two brand new football boots and two lifestyle sneakers.
Second, get cut-through for the New Balance Football brand ahead of their first ever World Cup.
Ahead of the World Cup being hosted in Russia, intrigue surrounding the country and what it was all about was palpable. While other brands averted their eyes, we knew our audience wanted to see what was really happening on the ground.
Tapping into the attention surrounding Russia, we created a tightly connected campaign playing on the duel nature of the limited-edition pack.
Inspired by the mythical two-headed hellhound, Orthrus, the Otruska pack demonstrated the dual-attack of the brands two football silos.
Continuing the dual nature of the concept, we launched two lead launch films expressing the contrasting forces of idealistic Russian beauty and portentous Soviet power that make up ‘Dusha’ – The Russian Soul.
To give the campaign an additional level of authenticity, we cast from Moscow’s unique korobka street football scene and filmed in the city’s Communist-era Streltsova Stadium and on the rooftop of the imposing Rodina – or ‘Motherland’ – cinema built in the pre-Soviet era.
Additional social and retail assets were created while the collection launched with simultaneous events in Moscow, London and Los Angeles.