When tasked with creating a print ad campaign for New Balance, I started by researching the history of the brand and speaking with people to understand their associations with it. I learned that the brand began as a shoe support company in Boston in 1906. The founder of the company got his idea of three-point support while watching chickens walk around his yard. Aside from that New Balance has traditionally been associated with dads. Because of this association and the fact that a lot of their shoes are less stylish than competitors, many people don't take the brand seriously. With this insight in mind, I decided to take a humorous approach to the campaign.
The two ads below showcase the history of the brand while also nodding to the "dad outfit". The ads themselves poke fun at the brand. The ads also showcase the images in Polaroids to help convey just how long New Balance has been around. The red background is to help catch the attention of any onlookers or passersby. I think that this simplistic and humorous approach helps brings life into the brand and helps show people that they are fun.
