The New Balance 365 project is a collection of 365 short films that engages consumers 365 days a year by asking them to think about “the balance”. Beginning today, one 20 second short film that creatively explores the idea of “the balance” will post live each morning to NewBalance365.com and via the New Balance 365 iPhone alarm clock app for consumers to view, ponder, and engage with the New Balance brand each and every day of 2010.

The project was designed to revolutionize the way New Balance connects with the consumer and creates a new method of communication with the brand’s audience. Over the course of eight days, the first 88 (of 365) films were shot in Stockholm and were directed by multi-talented Swedish film director Jesper Koothoofd. New Balance 365 website moves away from the typical transactional model to one where the brand creates fresh daily content and utilities that become a part of people’s everyday lives-thus giving people a reason to interact with the brand daily.