New Balance: 204L

CUSTOM SHOP

Ponsonby Road was the right street for this one. New Balance chose the neighbourhood deliberately for the launch of the NB204L fronted by global ambassador Rosalía, running a coordinated street presence through Mediahub Worldwide that put the campaign exactly where its audience lives, shops and moves.

Living on Super frames at our 100 Ponsonby Road location in Auckland, this campaign tests our new three-frame offering that gives brands more wall than the site has ever offered before. Our Custom Shop team built a fabric installation from scratch, to sit amongst strong New Balance visuals. As autumn pulled the light down earlier each evening, the installation came into its own after sundown, elevated under LED lights in a way that turned the site into something closer to a gallery wall, than a billboard.

The campaign ran alongside a nearby activation celebrating female-owned businesses in the Ponsonby community, as a part of the same 204L launch initiative. Between the street presence and the activation, New Balance owned the neighbourhood for the day, and our site made sure the campaign was still working long before and after the pop-up closed.