Client: New Balance
The New Balance 740 re-launch brought a 90s icon into the now, not as a nostalgic throwback, but as the answer to Gen Z’s non-stop city lives. Inspired by McLuhan’s “the medium is the message,” the campaign used time itself as a media channel, spotlighting the 740 at 7:40 am and 7:40 pm across high-impact out-of-home and lo-fi social content. Strategically placed for maximum cultural and commuter resonance, the 740 became more than a shoe; it became a symbol of versatility and modern living. The result: a record-breaking lifestyle launch for New Balance, becoming the most successful launch of a new Lifestyle shoe/ silhouette in the past decade.
