Interesting site created for New Balance by Mother. I love how they decided to pay off the literal authenticity of every pair of shoes for the 574 line. Each pair is absolutely unique, thus Mother went and assembled a video and polaroid mini-documentary tailored to each set.
What I like best is each customer lucky enough to claim a pair of limited edition shoes can visit the website, find their pair and publicly stake their claim as the proud owner.
New Balance is getting more longevity out of a limited edition supply than they could have ever hoped for.
I say it all the time...real value is when the consumer's takeaway from a product exceeds the investment. By executing a brilliant creative idea, Mother added elements to the brand experience that will no doubt spike highly on the real value scale.
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