I personally felt this is a great effort and campaign to touch people’s heart that is really into sneakers. What they do is to individually film 480 Videos (of 20 seconds) and 480 Polaroid pictures on a limited edition of the NB shoes.
And user/people that is interested on that would have to ‘claim’ the shoe once they bought it on the store, kind like a ‘multiplayer online game’ but in a larger and “real-life” scale, a warmer approach rather than the usual ‘keyboard’ and ‘mouse’ interaction.
They believed it’s possible to edit and shot all of the videos manually, and, it’s almost half of a thousand clips to be exact. I strongly felt that the site could be better than the current one because the idea and content itself is really great but probably on a first sight, it might render some people uninterested to explore it. Love the idea and effort on the clips. Felt very personal. Read the interview.