The Brief: To insert New Balance into the Ramadan conversation in a way that’s natural and feels young and fresh for New Balance’s ‘Global independant’ youth target market.
The Concept: You Run The Night was a campaign shot, filmed and activated exclusively during the night. Featuring local influencers like Amy Roko and Saudi Reporters we told the stories of nightlife during Ramadan from their persepctives. A time when muslims are at their most active and being outdoors after breaking fast. A perfect time for a brand like New Balance to enter the conversation around activity, socialising and looking the part when out and about.
Ads
Activation: Desert Night Walk was catwalk show that came to life after dark in the Dubai desert. In association with Namshi, we showcased the New Balance Ramadan collection at an exclusive event that we streamed live on social inviting influencers to attend and bring more eyes to our campaign and the New Balance collection.
Event Shots
Results:
UAE:
29 Pieces of coverage
$102,615+ Total AVE
10,396,140+ Press Reach
775,400+ Social Reach
KSA:
19 Pieces of coverage
$40,145+ Total AVE
4,495,585+ Press Reach
775,400+ Social Reach