Brand

ASICS

Agency

SAATCHI

Creative Team

Executive Creative Director

Dwayne Koh

Creative Director

Yagi Matt

Associate Creative Director

Michael Sison, Joe Hagel

Design Director

Doug Alves

Asso.Design Director

Adriel Nueas

Art Director

Moria Stevenson, Laura Rodrigues

Copywriter

Tess maguire

Amanda Miller

   

Description

In 2017, We were invited by ASICS to pitch for their global business. I lead 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.

Explore Article - Runblogrun.com

   
Project
I Move Me
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Project
Sole of Kobe

ASICS has long been an outsider brand, known for innovating at its own pace and in its own way. But many of the innovations we enjoy today in all athletic apparel have their roots in Kobe, starting from the philosophies and beliefs established by Kihachiro Onitsuka after the war.

The Sole of Kobe series tells the stories of these philosophies and how they lead to monumental moments in sports, in the news, and have had lasting effects on culture the world over. Here is the first three films in the series.