New Balance’s #BeTheException Activation Uses AI to Spot Trendsetters | AdStasher

New Balance’s #BeTheException Activation Uses AI to Spot Trendsetters

Today, New Balance unleashes a style revolution with its cutting-edge, artificial-intelligence-led activation to promote its new women’s s...


Today, New Balance unleashes a style revolution with its cutting-edge, artificial-intelligence-led activation to promote its new women’s shoe. Created with experiential innovation agency, Wildbytes, and media agency, Roldós Media, the bold launch event uses AI software to spot fashion-forward individuals who challenge industry conventions. In line with the maverick spirit of the new Fresh Foam Cruz Nubuck, the event celebrates and rewards fearlessly independent fashionistas and encourages women everywhere to be their own muse.



The spectacular activation involves a complete takeover of Madrid’s central Callao Square - one of the most visited squares in Europe. Throughout the event, custom-built AI software scans passers-by and picks out individuals who are sporting exceptional looks. They are transformed into fashion stars as paparazzi rush to photograph them and they are displayed live on the huge LED screens surrounding the square. New Balance ambassadors then escort the trendsetters to a VIP lounge, where they are gifted the new shoes and interviewed by influencers about their unique style.



To bring the ambitious concept to life, Wildbytes developed AI software based on machine learning to gather data on how people dress in Madrid. They programmed the software to analyse over 50-hours of street camera footage to determine what percentage of the public wear certain patterns, colours, or types of garments. Finally, these statistics are used at the event to hunt exceptions to the rule and provide real-time data, overlaid on Boomerang footage, explaining why these individuals have been chosen. The activation required numerous innovation solutions. Since the event occurred across both day and evening, Wildbytes had to craft a smart approach to the camera and software, so that the software could still identify style patterns even in reduced light conditions.



Laia Zanon, Director of Creative Production at Wildbytes, comments: “The idea of ‘exception-hunting’ using AI was initially unveiled at the brilliant New York launch during Fashion Week. The Madrid launch is the biggest by far, so our challenge was to create a more impactful and wider-reaching experience whilst preserving the unique DNA of the original New York event. Thanks to the fact that New Balance Iberia considers women’s empowerment key, we were able to push the activation to the next level as the campaign was really aligned with the brand values. With the larger scale of the Madrid activation, we wanted to make sure that it’s engaging for everyone involved – even if they aren’t chosen as the exception. To increase participation, we created and installed three stunning, interactive booths as a call to action that works hand-in-hand with the campaign’s social media strategy. Anyone can take selfies with these and post them online with the #BeTheException hashtag to enter the AI-driven online competition.”



Marketing Director at New Balance Iberia, Daniel Scheidgen, comments: “Once again, New Balance leverages technology and innovation as a way to express the singular brand's DNA. This time, we set out to reward urban and independent women whose exceptional styles do not follow trends. Through an activation and campaign completely out of the ordinary, we utilised technology to tell the story of New Balance’s rich legacy and exciting future. #BeTheException innovates while celebrating the exceptional style and attitude that we love to see reflected in our clients."

Account Director at Roldós Media, Carolina Santiago, comments: "We are really happy to be part of the team to bring this incredible New Balance campaign to life. The aim of this great initiative is to empower the exceptional woman in us all and to put her in the spotlight. Without a doubt, Wildbytes was the best choice for this challenge."

The activation was carefully choreographed through a series of online and offline touchpoints that build anticipation and social media buzz across the launch period. To begin, New Balance’s social channels were mobilised by getting select Influencers to take over the brand’s Instagram and curate their own ‘exception-spotting’ examples from across the nation.

The launch event will be followed by small-scale replicas in New Balance’s retail spaces.



Credits

Brand: New Balance

Creative Agency: Wildbytes
Production Company: Wildbytes

Set Design: Wildbytes

Media Agency: Roldós Media

ABOUT WILDBYTES
Wildbytes is an experiential innovation agency that produces innovation-based product launches, retail experiences and installations powered by cutting-edge digital technology. Surprise, curiosity, awe, the impossible: these are the true motivations of the experiences Wildbytes designs. Through careful ideation and a planned content strategy, its projects are designed to spread like wildfire through social networks.

With offices in New York, Madrid, and Barcelona, Wildbytes has brought its ground-breaking creative projects to over 71 cities. It was responsible for introducing the first interactive billboard to Times Square, and bringing to life the world’s first cinematic Augmented Reality experience, as well as the first-ever face projection mapping performed live, created for Kat Von D Beauty's European launch campaign.

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Stratford,1,Jack Daniel's,3,jack daniels old no 7,2,Jade,1,Jaguar,1,Jamaica,1,James Bond,3,James Hinchliffe,1,Jan Lucas,1,Japan,8,Jaquar,1,Jason Derulo,1,Jason Witten,1,Jason Wu,1,JC Penny,6,JC Whitney,1,JD Williams,1,Jeans Ads,2,Jeff Bezos,1,Jeff Yeats,1,Jenga,1,Jennifer Aniston,1,jennifer Lopez,2,Jeremy Clarkson,1,Jerry Seinfeld,2,Jet.com,1,Jewel,1,Jillian Michaels,1,Jillz Cider,1,Jim Beam,1,Jim Downey,1,Jing Wei,1,jobs,1,Jockey Underwear,2,JOHANNES LEONARDO,1,John C Jay,1,John Goodman,1,John Lewis,2,John Lewis ads,11,John Lewis Christmas 2017,1,JOHN LEWIS XMAS 2008,2,john st.,2,John Wall,1,Johnnie Walker,7,Johnny Weir,1,Jon Hamm,1,Jon Reinfurt,1,Jonathan Glazer,1,Jones+Tino,1,Jonny & Will,1,Joon Airlines,1,Jordan,2,Joseph Kahn,1,Joseph Mann,1,Josephine Skriver,1,Joshua Ferris,1,Joy of Home,1,JP Morgan Chase,1,JR Smith,1,Julia Hengel,1,June's HIV+ Eatery,1,Jung von Matt/Limmat,1,Just Dance 2019,1,just like you,1,Justin Verlander,1,JWT,3,JWT Amsterdam,2,JWT Atlanta,1,K-Swiss,1,Kahlua,1,Kaiser Lachance Communications,1,Kalinka,1,Kansas City,1,Kansas City Chiefs,2,Kanye West,1,Karlie Kloss,1,Kat Graham,1,Kate Bosomworth,1,Kate Moss,1,Kate Spade New York,1,Kathryn Hahn,1,Katy Perry,2,Kawhi Leonard,1,KBS,3,Kellogg's,6,kelly slater,1,Kenan Thompson,2,Kendall Jenner,1,Kendrick Lamar,1,Kevin and Katie Carro,1,kevin bacon,1,Kevin Hart,1,KFC,4,KFC Japan Christmas,1,KIA,1,Kia Motors,20,Kia Stinger GT,1,Kilvington Grammar,1,Kim Sae-jeong,1,KIND Snacks,1,Kinder Bueno,1,Kit Kat,9,Kit Lynch-Robinson,1,kleenex,1,KLM,1,Knouse Foods,1,Kobe Bryant,2,kohl's black friday,1,Koho,1,Kolohe Andino,1,Kopparberg,1,Korabiewice Shelter,1,Kraft Heinz,1,krow,1,Kruger,1,kwiff,1,Kyle Lewis,1,LA / PAC,1,La Banane,1,la communidad,4,La Flamee,1,Labrinth,1,LACTACYD,1,LaDanian Tomlinson,1,LADBible,1,LAIR TV,1,LaMarcus Aldridge,1,Lamborghini,1,Lamptan,1,Land Rover,8,laptop,1,Lara Croft,1,Las Vegas Ads,5,Laughing Man Coffee,1,Laughlin Constable,3,Laundry Service,1,Laurence Thrush,1,LCI Workers' Comp,1,Leavenworth,1,Lebogang Rasethaba,1,Lebron James,10,Lee Child,1,Legends Collection,1,Legion,1,Lego,14,Lego Click,1,LEGOLAND,1,Lemaitre,1,Leningrad,1,Lennie Stern,1,Lenovo,2,Leo Burnett,16,Leonardo da Vinci,1,Les Affaires,1,Les Gaulois Paris,1,Les Twins,1,Leucan,1,Levi's Jeans Ads,17,lexus,23,Lexus Plus,1,LG,8,LIDA,1,Life Essentials,1,LIfe is Good,1,Lifetime Movies,1,LightHouse Films,1,Like A Boss,1,Lilit Reyes,1,Lin-Manuel Miranda,1,Lindsey Vonn,1,Liniya Mannergiymu,1,Lionel Messi,7,Lipton Brisk,2,Lipton Ice Tea,3,liquor ad,7,littleBits,1,live action,1,Live in Levi's,1,Livestrong,1,Livewear,1,Liz Reynolds,1,logitech,1,Lokerse Feesten,1,London,1,London Air Ambulance Charity,1,London International Awards (LIA),4,Longchamp,1,Los Angeles,1,Los Angeles Raiders,1,Lotto,1,LOTTO 6/49,1,Louis Vuitton,4,Louis Walsh,1,Louis XIV,1,Love + Money,1,Love Beats Money,1,Love Letter to Shibuya,1,Lowe Lintas Delhi,1,lowe's,4,LP/AD Toronto,2,LS Productions,2,Lucas Zanotto,1,Luciano Carvari,1,Lucky Post,1,Lucozade,3,Luis Suarez,1,lynx,5,lynx Excite,1,M&C Saatchi,5,M&C Saatchi Abel,2,M&M's,3,mac vs pc,10,Mack Anthem,1,Mack Trucks,1,MACY'S 150 YEARS,2,Macys,10,Mad Dogs & Englishmen,1,MAD Magazine,1,Mad Ruffian,1,MAD TV,2,MADD,2,Madden,1,MagmaCore Extreme,1,Magnum Opus Partners,1,MagnustTheMagnus,1,Maia Weinstock,1,Major League Baseball,1,Majority Films,1,Make Humanity Great Again,1,Making of a Gem,1,Man vs Goat,1,Manchester United,2,Manor,1,MANta Claus,1,Manu Brabo,1,Marc Herremans,1,Marc Jacobs,1,Marc-Andre Fleury,1,Marcelo,1,March of Dimes,1,Marcus Thomas,1,Maren Morris,1,Margaret Elman,1,Maria Bamford,1,Mariana Ferreira,1,Mariana Von Fedak,1,Marie Claire,1,Marie Keating Foundation,1,Mark Ward,1,marketing campaign,1,Marks & Spencer,1,Marmoset,1,Maroon 5,1,Marriott,1,mars bar,2,Mars Wrigley,1,Marshmallow Laser Feast,1,Martin Sorrell,1,Martini Bianco,1,Marvel,2,MasterCard,2,MasterCard Priceless,8,Mastermind,1,Match.com,1,matchmaking,1,Matt Damon,2,mattel,1,Matthew McConaughey,1,Max Domi,1,Maxell,1,Mayor Sly James,1,Mazarin,1,mazda,2,Maze,1,McCafe,1,McCann,3,McCann Health,1,McCann London,4,McCann//Craft,1,McDelivery,1,McDonald's,81,McDonalds Four Bucks is Dumb,1,mcgarrybowen,1,Mean Joe Greene,1,MEATATARIANS UNITE,1,MEC,1,Media Design Schools,1,Medmen,1,Megan Fox,1,Mellow Pizza,1,meltin pot,1,Mentos,4,Mercator Insurance,1,mercedes-benz,59,MeringCarson,1,Miami Ad School,13,miata rf,1,Michael Bay,1,Michael Jackson,1,Michael Jackson Pepsi Ads,5,Michael Phelps,1,Michael Schumacher,1,Michel Foucault,1,michelin tires,1,Michelle Beadle,1,Michelob Ultra,1,Microsoft,46,Microsoft Classic Intellimouse,1,Midas Awards,3,middle east ad,3,Middle-earth: Shadow of War,1,Mika,1,Mika Hakkinen,1,Mike Will Made It,1,Milan Fashion Week,1,Miley Cyrus,1,milk,6,Milk Marketing Board,2,Milky Way,1,Miller Lite,2,MILLER LITE 1 SECOND AD,2,Millie Bobby Brown,1,Milwaukee Bucks,2,Mindshare,1,MINI,15,Minnesota Wild,1,Miriam Wimmer,1,Misbehavin,1,MISS DIOR CHERIE,1,Missing Children Society of Canada,1,Missouri Lottery,1,Mister Sweat,1,Mistress,2,Mitchum,1,mixed martial arts,1,MKTG Canada,1,MLB,6,mobile,7,mobile advertising,2,Mobile Vikings,1,Mobility Anthem,1,models,4,Moleskine,1,Mollie Bylett,1,Mollie Mills,1,Mom Jeans,1,Monopoly,2,Monster Bill,1,Monster Truck,1,MonsterBil,1,MOO,1,Moonpig,1,Morrisons,1,mortierbrigade,5,Mother London,1,Mother Theresa,1,Motive Made Studios,1,mountain dew,3,Mountain Equipment Co-op,1,MOVIE PROMOS,31,movie trailers,36,Moving Iage & Content,1,Movistar,1,Mox,1,Moz the Monster,1,Mr Sub,1,Mr. Robot,1,Mr. Wolf,1,Mtn Dew Ice,1,MTV,6,much music,1,Muhammad Ali,1,Mullen and Lowe,1,Muse Communciations,1,Musea Brugge,1,music,175,Music of the Mind,1,music videos,8,Musselman's Apple Sauce,1,Must Be Loud,1,Mustang GT,1,MVP Puppets,8,Myer's Australia,1,nando's,2,Nas,1,Nastya Timos,1,National Geographic,3,National Park Foundation,1,National Post,1,National Safety Council,1,Nationwide Insurance,1,Nature Valley,1,Nature's Bakery,1,Nazionale della Moda Italiana,1,nba,42,NBCU Content Studio,1,Neil Huxley,1,Nemo's Garden,1,NerdWallet,1,Nespresso,1,Nestlé,1,New Balance,3,New Era,2,New York Festivals,1,New York Festivals International Advertising Awards,1,new zealand,3,New Zealand Jerky,1,Newcastle Brown Ale,1,Newport Beach Film Festival,1,News,7,Neymar Jr.,4,NFL,56,NFL Color Rush,1,NFL Foundation,1,NFL Gamepass,2,NFL London Games,1,NHL,12,NHS,1,Nick & Chloé,1,NIck West,1,Nick Wickham,1,Nick Young,1,Nicole Kidman,1,Nicole Scherzinger,1,Nicos Livesey,1,Night Queen,1,nike,14,nike ads,87,NIkita Dragun,1,nineteentwenty,1,Ninjas,1,nintendo,5,Nintendo Labo,1,Nipsey Hussle,1,Nissan,1,NISSAN CROSSOVERS,2,Nissan Juke,1,Nissan Micra,1,No Limits to Music,1,No Yolks,1,Noah Harris,1,Nokia,7,Nokia 5800,1,nokia N8,1,Nomex,1,NOMINT,3,Nong Poonsukwattana,1,Norah Jones,1,norte beer,1,North,2,North Carolina,1,Norton,1,Nothing Bundt Cakes,1,Novak Djokovic,1,NRA,1,NSPCC,1,Office of Baby,1,office politics,1,Ogilvy,5,Ogilvy & Mather,1,Ogilvy Johannesburg,1,Ohio Lottery,1,Oikocredit,1,Olaf Hajek,1,Old Navy,3,OLD SPICE,35,OLD SPICE.,7,Olympique de Marseille,1,One Club for Creativity,15,One Screen Short Film Festival,1,One Show,2,One Team,1,online campaigns,16,Only Vegas Moments,1,Opel,2,opera,1,Opportunity,1,Optima,2,Optus,1,Optus Sport,1,Orange,1,Orci,1,Oren Lavie,2,Oreo Cookie,17,Origins,1,Orkin,1,Oscar Mayer,1,Oskar Blues,1,Our/Vodka,1,Ousmane Dembele,1,Outdoor Billboard Ads,29,Outdoor Media Awards,1,OWDT,1,Owen Wilson,1,Oxfam,1,Ozzy Osbourne,2,P-Diddy,1,Pablo,1,Pacifica,1,Paddington 2,1,Paddington and the Christmas Visitor,1,Pampers,3,Panda cheese,1,Panda Express,1,Pantene Shampoo,1,Pantene Violin,1,paper-cutting,1,Parabella,1,Parachute,1,Paralympics,1,Paris 2024,1,Paris Saint Germain,1,Park Bo-gum,1,Parking Lot,1,ParkinSON,1,Parody Ad,5,Pass It On,1,Patrick Ewing,1,Patron,1,Paul Martinez,1,Paul McCartney,1,Paul Pogba,1,Paul Stone,1,Pavone,1,Pay ID,1,Pay the Price,1,Pay with Views,1,Paypal,2,PB&,2,PC,1,Peak Games,1,Pearl's Peril,1,PEDIGREE,1,PEER 1,1,Peer Into A Soul,2,Peggy Lee,1,Penn State,1,PepperJam,1,Pepsi,3,Pepsi Ads,24,Pepsi Co,2,PEPSI COLA,11,Pepsi Generations,1,Pepsi Max,2,PepsiCo,1,Pereira O'Dell,1,Pereira O'Dell New York,1,perrier,6,Pet Care & Food,17,PETA,15,Peter Kariuki,1,Petit Bateau,1,Peugeot,1,Peyton Manning,1,PHD,1,Phenoms,1,Philharmonie de Paris,1,Philips,1,Pietro Boselli,1,Pilgrim's Choice,1,PIlot Pens,1,Pimento,1,Pinalen,1,Pink Ribbon,1,Planet Fitness,1,Planters Peanuts,1,Play Less Nice,1,Play-Doh,1,playboy,2,PLUS Supermarket,1,podcast,1,Political Ads,57,pollution,1,Porsche,1,Porsche Ads,5,Portrait Mode,1,Post-it,1,posters,2,Power of Optimism,1,Powering You,1,PR Firms,1,Premier League,3,Premier League Primary Stars Resources,2,President's Choice,1,press releases,1,Preview Trailers,25,Princess Yachts,1,Pringles,2,print ads,251,print ads clever ads,1,Prius Hybred,1,Procreate London,1,proctor and gamble,5,professional bull riding,1,Progress is Perfection,1,provocative ads,4,PSA,372,psp,2,Psyop,5,Public Awareness,260,Public Citizen,1,Public Relations,1,Publicis,3,Publicity Stunts,2,Pulse Productions,1,PUMA,14,Purchase Brothers,1,PyeongChang 2018,5,QDOBA,1,qr code advertising,3,Quantanamera,1,quench,1,Quicken Loans,1,quicksilver,1,Quiet Storm,3,QX50,1,R/GA 360i,1,R+S,1,Radical Media,2,radio,2,Rain 43,1,Rak’n’Roll charity foundation,1,Randstad,1,RAV4,1,Ray-Ban,10,Raza Ad,1,Real Kashmir FC,1,rebecca black friday,1,Rebort To Be Alive,1,Recipe Theft,1,recruitment campaign,1,Red Bull,1,red cross,2,Red Lion,1,Red Tettemer O'Connell + Partners (RTO+P),3,Redhook Brewlab,1,reebok,14,Reel Nice,1,reetone,1,Reindeer Ready,1,Rejected Ads,5,Remembrance,1,Renault-Nissan,1,Renovo,1,Replay,1,retro ad,1,Rey Mysterio,1,Rice Krispies,1,Richard Lewis,1,Richard Sherman,1,Rick Ross,1,Ricky Romero,1,Riipen,1,Ringer,1,Rip Curl,1,Rita Ora,1,Rob Gronkowski,1,Robert Rodriguez,1,Roc C,1,Rock Bank,1,Rocket Mortgage,1,Rodeo Show,2,Rogier Wieland,1,Rokkan,1,Romain Quirot,1,Roman,1,Romance,2,Ronald McDonald House,1,Rosapark,3,Rosario Dawson,1,Roseanne Barr,1,Roses Are Blue,1,ROTHCO,9,rotisserie chicken sandwich,1,Rowdy Ronda Rousey,2,Rowntree,1,Rowse Honey,1,Roxane Gay,1,Royal Ascot,1,Royal British Legion,1,Royal Wedding,2,Royle Productions,3,RSPCA,1,Rudy Mancuso,1,Ruffian,2,Rugby Six Nations Cup,1,Russel Oliver,1,Russell Schaller,1,Russian ad,9,RX 350L,1,RX 450hl,1,RXM Creative,1,Ryan Reynolds,2,S-Warnings,1,Saatchi & Saatchi,7,Saatchi and Saatchi,16,Safety Code,1,Sainsbury,1,salvation army,1,Sam Conniff Allende,1,Sam Rubinoff,1,Sama Al-Salihi,1,samsung,123,Samsung Galaxy,4,Samsung Galaxy Note 8,2,Samsung Galaxy S9,3,San Diego Zoo,1,Sandile Mkhize,1,Sapna Chadha,1,Sarah Silverman,2,Saturday Night Live,3,Savanna Samson,1,Say Something,1,Scared Straight,1,Scarface,1,Schweppes,1,scion IQ,4,Search Party,1,Seattle,1,Seattle Mariners,1,Seattle Seahawks,1,Second Chances,1,Secret Escapes,1,Sega Football Manager,1,Sehsucht,2,Senain Kheshgi,1,Sephora,1,Serena Williams,2,Serhiy Zhadan,1,Serious Meat,1,Serviceplan,1,Seth Gordon,1,sex,1,sexy ads,160,ShadowMachine,1,Shaquem Griffin,1,Sharper Image,1,sharpie,1,Shea Glover,1,Shelley Lewis,1,Shop.NHL.com,1,SHORT FILM,1,SHORT FILMS,4,Showtime,1,Shreddies,1,Sibling Rivalry,1,Sid Lee,3,Sideshow,1,siggi,1,Signal Zero,1,Sigurd Larsen,1,Silk,1,Similau,1,Simmons,1,Simple,2,SIMPLE MATH,1,Sims 3,1,Sims Video Game,1,Singtel,1,Sioo-x,1,Skeletor,1,Skinny Love,1,SKINS,1,Skittles,9,ŠKODA KAROQ,1,Sky Cinema,1,Sky Q,1,Sky Sports,2,Skyn,1,SleepShopper,1,SM Supermalls,1,Small Spaces,1,Smart car,1,SmartWater,1,Smile,14,smirnoff,4,Smirnoff Purity Vodka,2,Smith and Foulkes,1,Smithsonian,1,smoking ads,2,Sncakable Content Awards,1,SNFestival 2018,1,SNICKERS,20,SNL,1,Snoop Dogg,3,Snow,1,Soar,1,sobe,2,soccer,8,Social Media Advertising,95,Sofia Vergara,1,Sofology,1,soft-drink ad,1,solar energy,1,sony,24,Sony Bravia,5,SONY DOMINOS,1,Sony VAIO,2,SOS Children's Villages,1,South African ad,2,Southeastern Guide Dogs,1,Southern Nevada Water Authority,1,Southwest Airlines,1,Space,1,spain ad,1,spanish,2,Spanish Federatkon of Breast Cancer (FECMA),1,Spanish Lottery,1,Spark44,1,Spears & Arrows,1,spec ad,9,Special K,1,Spike Jonze,1,Spike Lee,1,Spittn Image,1,Spoiler Killers,1,Spokeslistener,1,sponsored,1,sponsored post,41,spoof ads,24,SPORF,1,Sportable Gift Wrap,1,sports ads,647,sports illustrated,2,SportsNation,1,Sprint,1,Sprite,3,SquareEnix,1,St. Patrick's Day Ad,2,Stance,1,Stand Up To Cancer,1,Stanley,1,Star Wars,4,Starbucks,3,Starburst,2,StarKist,1,Start Your Impossible,1,state farm,13,Stay Close,1,STEAM Inventor Kits,1,Stell McCartney,1,Stella Artois,9,Stendahls,1,Stephen Arnold Music,1,Stephen Curry,1,Stepping Stone,1,steve jobs,1,Steve Moakler,1,Steven Mangan,1,Steven Spielberg,1,Stevie Gee,1,Stihl,1,Stingray Digital Group Inc.,1,Stink Films,1,stop motion,7,street art,1,String and Tins,3,StubHub,1,Studio Kimchi,1,stunt ad,4,Style 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AdStasher: New Balance’s #BeTheException Activation Uses AI to Spot Trendsetters
New Balance’s #BeTheException Activation Uses AI to Spot Trendsetters
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AdStasher
http://www.adstasher.com/2018/10/new-balances-betheexception-activation.html
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