Asics launched a series of 10 separate spots and still images to lead a global campaign celebrating the launch of a new range of running shoes celebrating the Japanese philosophy of ‘Ten People. Ten Colours’.
The sportswear brand briefed agency JSR Content to create a video/image campaign bringing the philosophy to life by focusing on 10 different runners each with their own emotionally uplifting stories.
The creative was shot in Valencia over three days with an agency team working with renowned sports photographer Satoshi Minakawa for the still life images and JSR Creative Partner Simon Amster shooting a series of 10 15-second films for social media.
The content aimed to bring each runners’ story to life and create a consistent, integrated campaign to be used across all media and in-store internationally.
The global campaign debuted across the world in June 2019 and the spots rolled out simultaneously on 27 June.
Comment:
The creative rolled out across all media and in-store and, according to the brand and the agency, led to Asic’s most integrated launch ever.
Initial results suggest a significant increase in recognition on the new lines both in store and across social media.
Links:
Asics
https://twitter.com/ASICSaustralia
https://www.youtube.com/user/asicsoceania
https://www.facebook.com/ASICS
https://www.instagram.com/ASICSAustralia/
https://www.pinterest.com/ASICSAustralia/
JSR Content
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