2014 - Global Brand Campaign
Agency: 180 Amsterdam
Title: Account Director
Role: Lead campaign strategy and creative development
To position ASICS as the global leader for every category in running, the first global brand campaign was an invitation for consumers to discover this big world we run in. Our holistic campaign highlighted multi-faceted running tribes and ASICS' expertise in all matters of running -- whether on ice, tarmac, or trails.
THE BRIEF
Establish ASICS as the leading running brand in every category.
ROLL OUT
This global brand campaign was seeded as a 90-second online video and ran as a 60-second TVC during key sporting events, along with 30 and 20-second teasers. It was also seen all over the world in print, outdoor, and in-store. Tactically, we created specific executions based upon cities that housed the world's biggest marathons.
TVC
ASICS runners push their boundaries discovering a huge variety of ways to run on their mission to reach the top.
The campaign included brand and product print executions that were global and localized, as well as specific third party retailer adoptions.
Interactive
Leveraging ASICS.com, we enabled the consumer to dig deep into different running categories and learn more about each running style -- from professional techniques, to training tips, to specialized products.
PRESS/AWARDS
February 19, 2015 - Creativity Online - Editor's pick