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16/09/2009 by
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New Balance – Limited Edition 574 Clips

Sports apparel brand, New Balance, just launched a great campaign for the New Balance’s 574 Clips line. A combination of limited edition shoes and limited edition Polaroids. Match them on the site and claim your fame.

new_balance

A very unique campaign created for this cool sports brand.

In order to demonstrate the uniqueness of each one of the 480 pairs in the limited edition series, which are constructed entirely out of leftover clips of material from the NB 993 and 996 designs, the creative agency Mother created their own series of “clips” — exclusive vignettes shot in cities across the U.S. documenting the experience of every pair before they reached consumers.

The shorts are featured on the 574 Clips website. Buyers are invited to search for their shoes’ special short and once they find it, they can “claim” their NBs by entering a special code. Their names will then be featured at the end of the film.

To further emphasize the collectors aspect, the agency also created photo “trading cards” and shot Polaroids of each pair to be enclosed in every box. Written on the back of each photograph is the corresponding pair’s limited edition number, size, color and retail location.

More: Creative Online