NEW BALANCE CASE STUDY
THE CHALLENGE
Support and shine a spotlight on women in the space of art, culture and design while driving hype around New Balance’s 850 sneaker.
THE INSIGHT
67% of Millennials say they feel “extreme” pressure to succeed, compared to previous generations but 32% of women decide not to do something at least once a week because they feel they don’t have the confidence to do it.
THE IDEA
Partner with Melbourne’s first-ever street art and culture festival Can’t Do Tomorrow to produce a larger-than-life, New Balance-inspired mural while simultaneously heroing female creatives and their journeys through engaging video, highlighting why we ultimately need to strive for more diversity in the Australian art scene.
IN JUST ONE MONTH...
Urban List brought to life Australia’s largest street art and urban culture festival with New Balance as the only mural collaborative partner.
Lucy Lucy’s unmissable mural, which expressed what it meant to be a female living fearlessly independent, was splashed across a huge 4x4 feature wall at the CTD Festival entry, and featured the new NB KMS Pink 850 colour palette.
CTD Festival was a huge success with attendees spending an average of 2 to 3 hours exploring while 94% of them said they’re planning to return to CTD 2021.
By partnering with CDT, we were able to truly inject the NB 850 sneaker directly into street culture, allowing sneakerheads to experience and immerse themselves in the brand in an integrated and totally unique way.