The Drum Awards for Marketing - Entry Deadline

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Agency: BMB
Date: Jul 2017
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British distance runner Callum Hawkins features in the latest instalment of New Balance Athletic’s global ‘My Future Self’ campaign, created by BMB.

The campaign comprises of a series of inspirational long and short-form films produced for social and digital channels and designed to capture the values, convictions and experiences that have shaped top athletes. Each story is linked by the idea of presenting athletes and individuals with a unique moment to identify with new opportunities for self-improvement – to redefine personal ambitions, motivations and a sense of purpose.

Chosen to increase consideration of the New Balance Athletic brand in the UK, Hawkins provides a compelling subject for the hero film at the heart of the campaign’s latest instalment. Other athletes featured include the England Cricket Team, Joe Root and Heather Watson as well as brand ambassadors including Shona Vertue, Fran Halsall and Pennie Varvarides.

All of the films are available to view on and the brand’s social channels.


Jules Chalkley - Chief Creative Officer - BMB

Ben Lunt - Executive Digital Director - BMB

Ollie Agius - Associate Creative Director - BMB

Pete Loulianou - Associate Creative Director - BMB

Ben Lambert - Creative - BMB

Alex Mawby - Creative - BMB

Farah Winning - Business Director - BMB