CHINA

Heart and Hands

New Balance

New Balance as a symbol of new spirit and American brand with history.

New Balance

The results

Over 14,576,580 times play of the video.

15,755 WeChat searches of key words and relevant contents

Over 30,000 discussions and interactive comments on Weibo.

One million views of posts concerning #Heart and Hands# on New Balance’s official Weibo.

The challenge

The brand image of New Balance is relatively young to Chinese consumers

Given that the brand image of New Balance is relatively young to Chinese consumers, the brand hopes to promote the MIUK & MIUS Series and establish itself as a symbol of new spirit and American brand with history. 

The idea

A video delivers the spirit of fine craftsmanship perfectly.

In the video, the scenes of well-known musician Jonathan Lee working at his guitar with great care and of craftsman focusing on the shoe-making process as if treating a piece of artwork appeared in turns.