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Monday, July 25, 2011

// Branded Content: New Balance case

[this post is English only]

As part of their new campaign ‘Where Are You Running To Next’, New Balance invite fans to get a rather captivating insight into the lives of some of the world’s most inspiring DJ’s. An example:

Nice videos, no doubt about that, but it feels so one dimensional. You see some (NB)sneakers, you hear some lame one-liners… But does this video tell me something I really want to know? Does it give some wonderfull insights in my beloved dj’s? Do I want to watch more of these ‘documentaries’?
None of that unfortunately. I like the idea, but the implementation could be so much better.

New Balance’s pitfall? Thinking you tell an inspiring videostory, but in the end you’re still making a commercial.

Gepubliceerd door Edwin Valent
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