Positivity reigns supreme on a colorful new site promoting New Balances NB Zip product line. Executed by agency Almighty, the site transfers NBs Energy in, Energy Out commercial message into an interactive experience whose spokesman is a porcupine named JD, a character who is at the center of a web-exclusive spot that circulated on portals including Yahoo, ESPN, AOL, Facebook and Fox Sports. Its about this [injured] porcupine who was revived by the technology in the Zip shoe, and how excited he is now in spreading the positive energy, Almighty ACD/art director Chad Portas explains.

With vivid 3D floral arrangements, mountainous terrain and ambient natural sounds, the landing page for NB Zip doesnt shy away from the positive imagery. Visitors can engross themselves in a 3D environment that includes several JD areas, including singing with JD where he busts a tune about Zip technology, a scrapbook section, an obligatory MySpace page and a series of upbeat .PDF downloads and the web spot as well. As an incentive for perusing, theres also a positive energy sweepstakes, where by entering your email address and playing porcupine pachinko, you can win a filled NB backpack and be entered to win cash prizes and a brand new Jeep.

There are more brass tax functions of the site, including a handful of expandable windows showcasing a TV spot, a breakdown on the Zip technology and an extensive look at the Zip models themselves. But it is nevertheless JD that runs the show. He was saved from an animatronics house out in LA, says Almighty copywriter Andrew Jasperson. We thought it was great, and we liked him so much, we thought it would be fun to bring him to the [online] aspect of the campaign. Its a fun extension of what were doing with positive energy, and it gives a little face to the campaign.