ASICS | Global Tagline Launch
In 2017, Saatchi quietly took on a new client: ASICS.
When ASICS came in the building, every creative wanted the brief. Over 25 teams ranging from Junior to ACD level pitched Saatchi leadership. In the end, my partner and I emerged along with another writer as the definitive core team. We made a powerful threesome—2 CWs and 1 AD. Together, the three of us took on the task of officially relaunching ASICS with their new global tagline, I MOVE ME.
What is I MOVE ME?
I MOVE ME is inspiration from within. Movement can't be forced. You don't move to be a champion. You move for whatever reason you move, and if it gives you joy, that's all that matters.
Task 2 | THE GLOBAL LAUNCH
Much to our surprise, we discovered I MOVE ME was launching at a global running event in London called IAAF (International Association of Athletes Federation). The surprising part was that we had 3 days to concept this once-in-a-lifetime global launch...and over 200 OOH billboards to fill in a gigantic London media buy. ASICS was going big with OOH on major subways, malls, bridges and just about every viable surface in London.
Given the timeline, we gravitated towards a single concept, and hedged our bets.
We told ASICS, if you want to be the anti-NIKE, if you want to be relatable, tell real stories. Not fake real. Actual, real stories of compelling people whose lives changed when they found their movement.
The client loved it.
With a limited budget, we found 7 people right here in LA, each with a genuinely compelling story. We did pre-pro in less than a week, shot them over a weekend and went straight into post. Simultaneously, we hired an illustrator to create personal fonts for each of our 7 talent. Why? To make the MOVE in I MOVE ME personal.
OOH Key Visuals
The Videos
We weren't originally asked to do videos, but thought ASICS would be crazy not to. We sent a videographer along on the quick and dirty OOH photo shoot, and combined behind-the-scenes footage with audio interviews. These videos became part of our London OOH placements, and were also posted on social.
London OOH
For the launch, London was plastered with 200+ billboards, digiwalls and signs. We took over malls, the Underground and OOH in major intersections, bridges and the IAAF arena. I MOVE ME was plastered across London not just to sell ASICS, but to say something new. To say, you don't have to be a Kobe to feel good about yourself. Just move. Because when you do, you find your joy.
