Rolling out through July 2022, ASICS Asia launched a series of 60-second and 30-second brand films running under the title ‘Let Sport & Movement Uplift You’ fronted by five South East Asian sporting a celebrity ambassadors showcasing the sportswear company’s current ‘Live Uplifted’ brand platform and its founding ‘Sound Mind, Sound Body’ ethos.
Led by a hero spot called ‘The World Fades’, the supporting personality led films – which explore what is in the hearts and minds of the endorsers as they champion the brand philosophy – run on offline and digital platforms in Singapore, Malaysia, Vietnam, Philippines and Thailand.
The series’ stars are marathon runner Muhaizar Bin Mohamad (Malaysia), national volleyball captain Aby Marano (Philippines), young tennis sensation Kasidit Samrej (Thailand), SEA Games swimming medallist turned triathlete Lam Quang Nhat (Vietnam) and by SEA GAMES swimming medalist turned triathlete and awarding-winning Mediacorp artiste and actress Chantalle Ng (Singapore).
Each video explores how state of mind affects global perception: when we are feeling low, the world often seems a depressing and complex place, but when we are physically healthy were also typically feel mentally uplifted and view the world through a brighter, more positive lens.
ASICS LiveUplifted campaign – "The World Fades" from MILLSTIRLNG / NOFINERLIFE on Vimeo.
ASICS LiveUplifted campaign featuring Muhaizar Bin Mohamed from MILLSTIRLNG / NOFINERLIFE on Vimeo.
ASICS-LiveUplifted campaign featuring Aby Marano from MILLSTIRLNG / NOFINERLIFE on Vimeo.
ASICS LiveUplifted Campaign featuring Kasidit Samrej from MILLSTIRLNG / NOFINERLIFE on Vimeo.
ASICS LiveUplifted campaign featuring Lam Quang Nhat from MILLSTIRLNG / NOFINERLIFE on Vimeo.
ASICS LiveUplifted Campaign featuring Chantalle Ng from MILLSTIRLNG / NOFINERLIFE on Vimeo.
The campaign was created for ASICS by Singapore-based creative agency MillStirling (AKA NoFinerlife) with post-production house Compass Asia.
“At ASCIS we believe that the power of sport can generate an uplift, and movement transforms our mood and changes our outlook toward the world, with our Live Uplifted campaign, we hope to remind audiences that sport goes beyond just a competition, it can inspire and transform you,” explained ASICS Asia Regional Marketing Director Gabriel Yap.
“Southeast Asia has a unique heartbeat, the sounds of the hustle and the bustle and the busy rush hour crowds can be somewhat overwhelming,” added MillStirling Creative Director Daniel Wee. “All these distractions and stress, fades away to just the sounds of running footsteps, a tennis ball being hit, a volleyball being smashed, an aero bike gliding pass or your heavy breathing when you let sport uplift you. This is the thinking that went into conceptualising these films”.
The campaign was created for client ASICS Asia Pacific by a team at creative agency MillStirling which was led by Creative Director Dan Wee and Senior Copywriter Lim Chiao Woon, while production was handled by Compass Asia with Director Wira Satria, Producer Yeo Yong Lun, Assistant Director Adil Amran, DOP Ridwan Zukifli and Drone Operator Amsyar Akbar and sound design was handled by YellowBox Studios.
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These particular commercials focus on and run in Southeast Asia, but are part of the brand’s global ‘Live Uplifted’ initiative which launched in April 2022 and has included other regional/country-specific strands (like an Australia campaign featuring The Block’s Keith Schleiger).
Over the course of the next few months the initiative will further expand to feature other South East Asia sporting and non-sporting personalities and brand ambassadors to further explore just what it means to ‘Live Uplifted’.
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