Building on our ‘Toughest Opponent’ campaign from last year, BMB were tasked with creating the UK arm of New Balance’s new platform ‘My Future Self’. “Dear 677” marks the campaign’s launch to coincide with the unveiling of the 2017 England Cricket kit. The film is an open letter from the current Test team to its next player and to future generations of English cricket.
The full ‘My Future Self’ campaign, is rolling out over the next 6 months, promoting the values, convictions and experiences that have shaped world-class athletes and fitness professionals. It centres on the opportunities for self-improvement that both athletes and the man-on-the-street face every day – where they can redefine personal ambitions and motivations and ensure a sense of purpose.