New Balance has launched New Balance 365, a collection of 365 short films that engages consumers 365 days a year by asking them to think about “the balance”. Starting today, a short 20 second film that creatively explores the idea of “the balance” will be uploaded to NewBalance365.com for consumers to stimulate their minds. The project is a creative collaboration between New Balance, Swedish film director Jesper Kouthoofd and New Balance Lifestyle agency of record, mother New York, and it is designed to revolutionize the way New Balance connects with the consumer and creates a new method of communication with the brand’s audience.

New Balance 365 has two elements to it – A website which is both the hub and the creative workshop for all activity and an iPhone app which brings the experience of New Balance 365 to life in the form of a daily alarm clock. Check out the NewBalance365 project here.