On Grey Day, we took fashion to the moon – and came back with amazing results.
Grey Day is one of the most important holidays in the New Balance calendar — a celebration of the iconic color that defines the brand's DNA. This tradition has once again been joined by us, and with us a campaign on TikTok out of this world. With a lunar theme, we took over this channel to tell about the Moon Daze collection in a modern language: aesthetics, style and movement.
The campaign covered three markets (Poland, Czech Republic, Hungary) and combined a creative idea with measurable goals: building awareness, engagement and driving traffic to the site.
The theme was the metaphor of the Moon — its texture, gravity, dualism of light and shadow. From this, two aesthetic versions were created:
In the main roles — the duo of Dominika Wysocka and Miro Grebeniuk, creators perfectly reflecting the fashion character of the campaign. Their stylizations and choreographies were recorded in a setting stylized as the lunar surface, using the effect of levitation, slow-motion, lunar dust and trampoline. Effect? TikTok's reinterpretation of man's first step on the moon — in NB sneakers.
Grey Day 2023 was more than just another campaign — it's a concept embedded in the entire universe of the brand. Our job was to bring its essence to TikTok. That's why we started with an idea that combines aesthetics, movement and storytelling — with the Moon as the central motif.
For its realization, we invited a duo of fashion creators: Dominika Wysocka and Miro Grebeniuk — personalities perfectly balancing between the world of fashion, sports and TikTok expression. Their style and image fit perfectly into the campaign's assumptions.
From idea to plan — literally. For the campaign, we created an original scenography stylized on the surface of the Moon. Dust, light, props and special effects — we subordinated everything to the impression of “zero gravity” and the aesthetics of slow motion.
We made the recordings in the spirit of TikTok Friendly Video Production — so that the content looked light and native, while meeting high visual standards. The effect? Creators balancing in the air, dynamic transitions, dancing in levitation and details that build the world of the Moon Daze campaign — from the first frame to the last shadow.
The campaign lived where young people live — on TikTok. Publications on creator profiles, Spark Ads formats and a strong entry in the form of Top View allowed us to hook attention in the feed and turn it into traffic on the page. All formats were native, but refined — so that the scrolling user would be drawn into our lunar world.
The final phase was retargeting — with short formats reminding us of the collection, aimed at those who had already interacted with us before. Thanks to this, the campaign not only made an impression, but actually sold. Moreover, the campaign was based on data from TikTok's Pixel, which allowed us to measure the exact effects in the form of clicks, added to the cart and transactions.
