#LACEUP365


WHO

New Balance

Creative Directors: Mike Howard & Luke Perkins
Copywriter: Melanie Simonich

WHat

An integrated campaign platform that celebrates breast cancer survivors all year round—not just in October.

WHY

To celebrate a 25 year relationship with the Susan G. Komen Foundation.



Over time, #LaceUp365 had established a permanent home on NewBalance.com—going beyond just a cause marketing campaign.