Executive Creative Director
Associate Creative Director
Michael Sison, Joe Hagel
Moria Stevenson, Laura Rodrigues
In 2017, We were invited by ASICS to pitch for their global business. I led the pitch against SidLee and Hakuhodo and succeeded in winning the account. The brief to us was to relaunch the brand for the current generation with a focus on young millennials.
Anima Sana In Corpore Sano. Latin for “A sound mind in a sound body.” And also the acronym for ASICS. Mr. Onitsuka founded ASICS on the principle that movement energizes the mind and readies it for life. A sentiment that we found a modern-day way to express with I MOVE ME™. Below is the brand campaign that was kicked off starting at the IAAF in London.
Why I Move Me?. Other then it having a close tie to "A sound mind in a Sound body", we needed a communication tagline that conveys not only self-discipline in sports but also how your mind is the only thing that can really move you. (I is for mind while Me is for the body) I love this line as it was not just about winning. If you want to move yourself to win a marathon go ahead, and if you want to move yourself to run around the block twice a week that is fine too. The line takes the pressure of winning (not everyone gets into sports to win) to moving. Because, when you move your body you move your life, and we have but one life to live.