Executive Creative Director
Moria Stevenson Ko
When I joined Saatchi LA, my mission was to win a second brand for the agency. I felt that we needed a second brand to attract/retain talent and inspire the creative team at large.
Looking around and identifying a brand that we could take on wasn’t easy. Somehow, I managed to wrangle a project as a trial from ASICS. One thing lead to the next. And before we knew it, we were invited to pitch for the global business 4 days before Christmas. As if to test us(I believe it was), ASICS wanted us to submit our ideas in 2 weeks. That meant a brutal sprint of work over the holidays. Game On.
The next thing I knew we were flying down to Tokyo and then on a Train to Kobe to present our ideas to the CEO of ASICS. While on the train I reflected that this might be the same journey Phil Knight took in the 1960s when he went to pitch the idea of being the west coast distributor for ASICS(Onitsuka Tiger) shoes in the US, on the back of that, he then founded Nike.. It didn’t help that one of our team member’s surname was Knight too. FingersXX that the clients won’t read too much into it.
Long story short we pitch against SidLee, Hakuhodo and won. Below is the campaign we kicked off at the IAAF in London.