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2019 One Show - Creative Use of Data

Real-Time Exception Spotting

Agency VMLY&R / New York + New Balance / Boston + Tool of North America / Santa Monica

Client New Balance
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Annual ID

OS_CU19020M

About the Work

Independently owned New Balance recently launched “Fearlessly Independent since 1906,” a platform targeting consumers who share that same sentiment. We saw an opportunity to activate the platform and launch a shoe to this audience during New York Fashion Week — an event where everyone has an opinion about what’s trending and who’s unique. Instead of relying on mass opinion, we identified our core target audience by using data to prove who was truly going against the crowd. Working with technology partners, we built custom artificial intelligence that learned fashion by identifying and synthesizing trends, and then it learned to recognize the exceptions to those trends. We outfitted a retail space with our custom artificial intelligence, hidden cameras and digital displays to create an interactive experience that came to life in real time as people walked by, celebrating our target audience and giving us valuable data insights.