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Creative

Runners Unite in 180 Amsterdam's Epic Spot for Sports Brand ASICS

180 Amsterdam, 2 years, 8 months ago

Somesuch's Chris Sargent heads to New Zealand to shoot this scenic new campaign

Runners Unite in 180 Amsterdam's Epic Spot for Sports Brand ASICS

True sport performance brand ASICS, today launches its most ambitious campaign ever;  ‘It’s a big world. Go run it’. The new global advertising campaign is designed to inspire all sportspeople to challenge their boundaries, explore new territories and discover the huge variety of ways to run. 

Whatever the terrain, distance or conditions, ASICS can take runners there, providing the right equipment for their needs.

The campaign, conceived by creative agency 180 Amsterdam, features an epic 60-second TVC, to be aired during headline sports events around the world. As well as a 90-second online version, the campaign will comprise print, outdoor, online, in-store and activations at marathons across the planet.

180 Amsterdam was tasked with championing the running heroes who consistently rise to the challenge and capture their relationship with ASICS, the brand that is always by their side, supporting them on their journeys, wherever they may lead.


This ambition has been brought to life with a bold new brand idea, ‘It’s a big world. Go run it.’ Throughout 2015, a number of compelling iterations of this messaging are being released, tailored to each area of ASICS’ multi-sport specialism, such as ‘It’s a tough game. Go smash it.’ in the world of tennis. A rugby-focused campaign is also in the pipeline for 2015.

The TVC was shot on location in New Zealand and VFX specialists MPC utilized cutting-edge CGI crowd replication technology Miarmy to create the dynamic crowd scenes.

Alongside a host of real running enthusiasts, cast from running groups around the world, the energizing TVC features six ASICS-sponsored professional athletes from various running disciplines: triathlete Gwen Jorgensen (US), 100m and 400m hurdler and sprinter Queen Harrison (US), 800m runner Ryan Martin (US), elite training and fitness athlete Rosario Rios-Aguilar (US) and elite trail runners Sissi Cussot (France) and Genis Zapater (Spain) alongside real running enthusiasts.

Product print executions will connect innovative new product releases directly with the terrains that they have been built to conquer. In key territories, throughout 2015, city-specific marathon executions will create a buzz around these epic sporting moments.

Katsumi Kato, Head of ASICS Global Marketing Division, commented, “Our new advertising campaign signifies a major step in communicating the ASICS brand on a global level. This demonstrates ASICS is the leading running brand, inspiring and helping athletes of all ages and abilities to experience running in all its forms. We believe ‘It's a big World. Go run it.’ will appeal to all types of runners, whilst also keeping the sport fun and accessible.”

Al Moseley, President and Chief Creative Officer, 180 Amsterdam comments: “The eyes of the world are on ASICS in 2015 as the sports brand cements its position as the brand behind true athletes, all over the world. As an agency of runners and sportspeople, we know, first-hand, the incredible impact of ASICS and this has truly been a passion project for everyone involved.”

Advertiser

Advertiser: ASICS

Creative Agency

Account Manager: Megan Wooding, Claire Birrell

Art Director: Robbie Graham, (Somesuch) Ken Turner

Business Affairs: Sarah Gough

Chief Creative Officer: Al Moseley

Copywriter: Anna Sweet

Creative Agency: 180 Amsterdam

Creative Director: Dean Maryon

Producer: Neil Henry

Strategist: Ben Armistead

Music and Sound

Audio Post Production: Wave Amsterdam

Composer: Benji Merrison

Music Production: Adelphoi Music

Producer: Greg Moore, Ben Tomlin, Mirjam Gevers

Sound Design: Randall Macdonald

Offline

Edit Company: Saints Editorial

Editor: Ross Birchall

Post Production / VFX

3D Supervisor: Tom Carrick

Colourist: James Tillett

Nuke: Tom van Dop, Giles Hicks

Post Production House: MPC

Shoot Supervisor: Kim Fogelberg

VFX Supervisor: Franck Lambertz

Print / OOH

Photographer: Ben Ingham, (Assist) Matthew Lawes, Tanya Houghton

Retoucher: Loupe

Production Company

Director: Chris Sargent

DOP: Jody Lee Lipes

Executive Producer: Seth Wilson

Producer: James Waters, William Grieve

Production Company: Somesuch

Category: Clothing/fashion , Sports

Genre: Scenic