CONCEPT

​

In 2017, New Balance planned a global launch of their new sneakers, 247. We had to create a campaign that would call attention and spread awareness of #Lifein247, specifically targeting young people. The spirit of 247 lies in 24 hours and 7 days; every step counts. We decided to create a campaign that would demonstrate how 247 is wearable for all people; no matter if you’re a farmer, educator, photographer or architect.

Famous Taiwanese singer, Crowd Lu was given the 247 mission of traveling all around Taiwan within 7 days and to create a new song. He visited 7 different cities in Taiwan, where he met with 7 men from all walks of life. Each video features a different story.

As a result of the campaign videos, #Lifein247 in Taiwan went viral and became a hot topic across social media platforms. As soon as 247 was launched, the sneakers were sold out in the world within a record of 1.5 hours.