New Balance 574 clips site with 480 shoe stories from Mother

Take a trip to 574clips.com (god, I'm a sucker for polaroids, you have my attention) - where 480 films (not 574) or rather little clips show off the individual shoes - because there are only 480 pairs. Since 574 Clips is a collection constructed from leftover materials salvaged from the shoe factory, the shoes are all very different and each film shoes a candid moment in the shoes life before they left the factory.

The 574 Clips Campaign was designed to highlight the individualistic nature of each shoe. The campaign will be centered around a website that will feature 480 short videos. 480 video clips were recorded of each of the shoes’ unique experience before reaching the consumer. These videos were shot at locations throughout the US including Los Angeles, New York City and Lawrence, Massachusetts, where the shoes are manufactured.
To compliment the 480 short films, a Polaroid photo has been taken of the shoe’s experience and placed in the corresponding shoe box, conveying a trading card collector feel. The back of each Polaroid will indicate the shoe’s limited edition number (example: 017/480), size, and color.
Consumers can then visit the 574 Clips website and search for the exclusive video created specifically for their shoe. Once the consumer has found their “clip”, they can watch the short video featuring their pair. After the video is finished playing, the Polaroid will flip over and the owner has the option to “claim” their shoe by entering a unique 5 digit code and their name. Once clips are claimed, they can still be viewed, but the owner’s name will be shown at the end of the short. Enthusiasm of purchasing and finding each shoe on the website will translate into a desire for the owner to share with their friends. If a user elects to share their new pair of 574’s unique experience with friends, they are presented with several social media options including: Facebook, MySpace, Delicious and Tumblr.
“We took the iconic 574 and evolved the world around it,” said Paul Malmstrom and Linus Karlsson, Creative Directors and Partners at Mother New York. “We wanted to find a way to make each shoe extra special. We did this by creating 480 stories for 480 shoes, shooting people and places across the country. We were there for 443/480’s entrance into the world. We screamed with 298/480 throughout its first roller coaster. We held 016/480’s laces as it raced in an ambulance. We even had to chase a zebra to get 002/480 back.”

I've clicked around on a few of the fils, which all have that retro color looks and polaroid frame, and now I really need to go out and find myself some polaroid film. Hmmm. I don't think that was the objective but then, I wouldn't be caught dead in sneakers.

Campaign credits;
Creative Director(s): Linus Karlsson & Paul Malmstrom
Art Director (s): Jed Grossman & Mark Aver
Copywriter (s): Ben Hughes & Jon Lancaric
Creative Technologist: Rey Peralta
Designer: Derrick Lee
Producer (creative): Imogen Bailey
Assistant Producer: Bryan Reisberg
Art Producer: Amita Sehgal
Production Company: Greencard Pictures
Executive Producer (s): Nick Kadner & Emily Wiedemann
Producer: Max Knies
Post Supervisor: Mike Sobo
Interactive Agency: Almighty
Studio Director: Paul Larrow
Senior Flash Developer: Marc Leuchner
Technology Manager: Jeff Wilder
Account Director (interactive): Emily Daniel