To celebrate New Balance's long-standing tradition of domestic manufacturing Almighty worked to develop a glimpse into the lives of the people of Skowhegan, Maine. The New Balance factory in this small mill town touches nearly every resident’s life in some way. Developed over two weeks in partnership with Digital Kitchen, Made in the USA combines factory footage and interviews with a portrait of an increasingly endangered entity – the American manufacturing town. The mini-documentary is a tribute to the resilience of the small-town American worker and a reminder that the American worker is alive and well. To promote this content, Almighty put together an 'All-American' media buy with sponsorships such as Salute to Troops on CNN and Fourth of July content on partners like AOL, aimed at audiences that value domestic manufacturing. Using high-impact placements the campaign delivered interaction rates 2.5x the industry average (20%+) and drove the most ardent discussion and commentary of any content on NewBalance.com that year.

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