New Balance: Positive Energy

Positivity reigns supreme on a colorful new site promoting New Balance’s NB Zip product line. Executed by agency Almighty, th

Published on Aug 22, 2007

Editor's Pick

Positivity reigns supreme on a colorful new site promoting New Balance’s NB Zip product line. Executed by agency Almighty, the site transfers NB’s “Energy in, Energy Out” commercial message into an interactive experience whose spokesman is a porcupine named JD, a character who is at the center of a web-exclusive spot that circulated on portals including Yahoo, ESPN, AOL, Facebook and Fox Sports. “It’s about this [injured] porcupine who was revived by the technology in the Zip shoe, and how excited he is now in spreading the positive energy,” Almighty ACD/art director Chad Portas explains.

With vivid 3D floral arrangements, mountainous terrain and ambient natural sounds, the landing page for NB Zip doesn’t shy away from the positive imagery. Visitors can engross themselves in a 3D environment that includes several JD areas, including “singing with JD” where he busts a tune about Zip technology, a scrapbook section, an obligatory MySpace page and a series of “upbeat” .PDF downloads and the web spot as well. As an incentive for perusing, there’s also a positive energy sweepstakes, where by entering your email address and playing “porcupine pachinko,” you can win a filled NB backpack and be entered to win cash prizes and a brand new Jeep.

There are more brass tax functions of the site, including a handful of expandable windows showcasing a TV spot, a breakdown on the Zip technology and an extensive look at the Zip models themselves.  But it is nevertheless JD that runs the show. “He was saved from an animatronics house out in LA,” says Almighty copywriter Andrew Jasperson. “We thought it was great, and we liked him so much, we thought it would be fun to bring him to the [online] aspect of the campaign. It’s a fun extension of what we’re doing with positive energy, and it gives a little face to the campaign.”

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Aug 22, 2007
New Balance
Creative Director:
Chris Smith
Creative Director:
Joe Polevy
ACD/Art Director:
Chad Portas
Andrew Jasperson
Agency Producer:
Liz Shook
Agency Executive Producer:
Matthew Charde
Production Company:
Biscuit Filmworks
Russ Lamoureux
Director of Photography:
Joost Van Starrenburg
Executive Producer:
Shawn Lacy
Executive Producer:
Eric Stern
Line Producer:
Lisa Stockdale
Animation Creative Director:
AndrÃ'© Stringer
Animation Creative Director:
Jose Gomez
Lead Design:
Evan Dennis
Executive Producer of Animation:
Tracy Chandler
Animation Producer:
Jeremy Yaches
Evan Dennis
Dave Hill
Design Assistant:
Stieg Retlin
3D Artist:
Warren Heimall
Apples in Stereo
Post Production:
Engine Room
Matt Rogers
Color Correction/ Film Transfer:
Nice Shoes
Gene Curley
Sound Director:
Soundtrack Boston
Engineer/Sound Design:
Howard Carle

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