AWARDS & RECOGNITIONS

PIAF 2015 - Bronze - Brilliant Execution
Epica 2015 - Bronze - Fashion, Footwear & Personal Accessories
Creativity - Pick of the Day

With its multi-disciplinary range of shoes, ASICS had the potential to own specialist running. I created a global campaign that would inspire runners from every walk of life with a call to run where they had never run before.

My brief was to develop a campaign that could take people to the amazing places that ASICS enables runners to go and explore. Unlike their competitors, who focus solely on urban running and endurance, ASICS is a unique multi-specialist that makes shoes for every kind of terrain and every kind of runner.

After developing and honing the winning script for ASICS, I worked with director, Chris Sargent and Anonymous, to street-cast a diverse set of running communities. We also recruited ASICS pro and semi-pro runners, amongst a mix of genuine speed walkers, running mothers, ice runners, triathletes, marathoners, free runners and trail runners, who make up the different running tribes seen in the TV commercial. 

‘It’s a big world. Go run it.’, became a global brand campaign seeded globally as a 90 second online and interactive version and ran as a 60 second TVC during key sporting events, along with 30 and 20 second teasers. I oversaw the full 360 campaign, as creative lead and wrote and executed the print, outdoor, online and retail concepts and copy. City-specific outdoor created a buzz at the world’s biggest marathons, throughout the year. The full campaign rolled out in the US, Europe, Japan, South America, Australia and Korea in 2015 onwards. 

Below are the print ads I worked to concept, which linked the terrain to the shoe specialism to show off the range. 

Seen below.