New Balance: advert-body-2 by Wildbytes

New Balance has launched a cutting-edge, artificial-intelligence-led activation to promote its new women’s shoe. Created with experiential innovation agency Wildbytes and media agency Roldós Media, the bold launch event uses AI software to spot fashion-forward individuals who challenge industry conventions. In line with the maverick spirit of the new Fresh Foam Cruz Nubuck, the event celebrates and rewards fearlessly independent fashionistas and encourages women everywhere to be their own muse.

The spectacular activation involves a complete takeover of Madrid’s central Callao Square - one of the most visited squares in Europe. Throughout the event, custom-built AI software scans passers-by and picks out individuals who are sporting exceptional looks. They are transformed into fashion stars as paparazzi rush to photograph them and they are displayed live on the huge LED screens surrounding the square. New Balance ambassadors then escort the trendsetters to a VIP lounge, where they are gifted the new shoes and interviewed by influencers about their unique style.

To bring the ambitious concept to life, Wildbytes developed AI software based on machine learning to gather data on how people dress in Madrid. They programmed the software to analyse over 50-hours of street camera footage to determine what percentage of the public wear certain patterns, colours, or types of garments. Finally, these statistics are used at the event to hunt exceptions to the rule and provide real-time data, overlaid on Boomerang footage, explaining why these individuals have been chosen. The activation required numerous innovation solutions. Since the event occurred across both day and evening, Wildbytes had to craft a smart approach to the camera and software, so that the software could still identify style patterns even in reduced light conditions.

The activation was carefully choreographed through a series of online and offline touchpoints that build anticipation and social media buzz across the launch period. To begin, New Balance’s social channels were mobilised by getting select Influencers to take over the brand’s Instagram and curate their own ‘exception-spotting’ examples from across the nation.

The launch event will be followed by small-scale replicas in New Balance’s retail spaces.