New Balance: Dictate the Play, Devastate the Defense by ZAK

Agency: ZAK
Date: Jul 2017
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New Balance Football has launch an integrated campaign titled ‘Dictate the Play, Devastate the Defence’ to mark the arrival of the new Furon 3.0 football boot and a new colour-up for the Visaro boot silo. The campaign will roll out globally, featuring in retail and going live across outdoor, print, social and digital channels. The campaign is aimed at a core audience of 17 to 24-year-old, football obsessed players.

It centres on a series of video challenges including the ‘Devastate Time Trial’ and ‘Devastate Extreme Volley’ where New Balance’s Furon pros, Jesus Navas and Kevin Mirallas challenge fans to test their skills and see if they have what it takes to beat them. Both challenges are inspired by the boot’s unique properties: blazing acceleration and devastating strike accuracy.

Additional elements of the campaign showcase the technical evolution of the footwear collection with a hi-definition tech video and stunning campaign photography.

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