Situation:

ASICS is an acronym of the Latin phrase ‘Anima Sana in Corpore Sano’ - a sound mind in a sound body. As a brand, ASICS believes exercise has the power to transform your state of mind, so you see the world in a more positive way. 


Brief:

To reach our target audience with this unique brand philosophy in an eye-catching and thought-provoking way that shunned the usual sports brand clichés, images and messages.

Objective:

To create an increase in recognition of the ASICS brand belief: that movement has the power to uplift the mind.

The campaign used a witty and cerebral approach that engaged the audience to get them thinking – and moving. And, following an estimated 3.5m impressions, brand metrics during the campaign period showed an increase of over 8% in brand association with 'sound mind, sound body' and a 4% uplift in market share.