| Title | EVERY STEP COUNTS |
| Brand | NEW BALANCE |
| Product / Service | CLASSIC SHOES SERIES MADE IN US/UK |
| Category | A03. Online: Fiction & Non-Fiction |
| Entrant | W Shanghai, CHINA |
| Idea Creation | W Shanghai, CHINA |
| Production | MILI FILMS Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| GeTai Zhou | Mili Films | Director |
| Zoey Mai | W | Account Manager |
| Jack Zhang | W | Account Director |
| Mingxian Sha | W | Art Director |
| Kim Liu | W | Designer |
| 3water Lee | W | Creative Director |
| Fan He | W | Senior Designer |
Combine the life story of the star with the brand spirit and blaze the trail of the “autobiographical” documentary. Use the life story of Li Zongsheng as the chief source in an innovative manner and bring out the slogan “Every Step Counts” and the over-hundred-year brand spirit of this brand and thus carry it out as Li’s life story is dictated and the documentary develops. On the merit of Li’s image and reputation, this brand is represented in an emotional and spiritual fashion. After this documentary is released, it is dubbed the unprecedentedly untraditional ad, greatly changing the model of traditional advertisement.
Connect the brand values with consumers in line with the cultural characteristics of the region. This documentary is, according to Li’s experiences, divided into five chapters, that is, five cities, showing the views of life paths under different circumstances and experiences so as to connect its values with consumers.
1. Set yet another record for the promotion of this brand. After the trailer and the documentary are available, the total play volume exceeds 7,000,000 (the data is from the statistics of such platforms as Tencent and Youku) 2. Its slogan “Every step counts” becomes a classical sentence and widely discussed and cited and emulated by media and the public, surpassing the contents and values normally conveyed by advertisements. 3. Employ an elderly star to promote its trendy brand in a smart manner and shape an icon for young consumers and enhance its popularity with consumers and their loyalty to its products.
Combine the life story of the star with the brand spirit and blaze the trail of the “autobiographical” documentary. Use the life story of Li Zongsheng as the chief source in an innovative manner and bring out the slogan “Every Step Counts” and the over-hundred-year brand spirit of this brand New Balance and thus carry it out as Li’s life story is dictated and the documentary develops.
Distill the personality of the middle class and shape an icon of experience. Nowadays, young people go after trendy things and lack the accumulation of values. Thus we distill the personality of the middle class from Li Zongsheng, which is characterized by “experienced, tasty and low-profile and pragmatic” and indicate a life value that is worth chasing and expecting through the life review of a self-narration style, which is “There’s no such thing as wasted efforts, every step counts”, instilling more essence and pull of values to this trendy brand.