Brief Explanation

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 New Balance 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.