the ask: launching a new global tagline for a major sportSwear brand
Our challenge: to make it authentic, the core principle of the tagline, and the very thing setting asics apart from competition.
the story.
I rarely brag, but this is a fun one. When ASICS came in the building, every creative wanted the brief. Saatchi LA, up to that point, was purely about Toyota (which we all loved, and still do). Over 25 teams ranging from Junior to ACD pitched Saatchi leadership. In the end, my partner and I emerged along with one other 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.
We discovered I MOVE ME was launching at a global running event in London called IAAF. We had 3 days to concept, and 200 OOH billboards to fill in a gigantic London media buy. Given the timeline, we gravitated towards a single concept.
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.
we had three days
Clients loved it.
With limited budget, we found 7 people in LA, each with a compelling story. We did pre-pro in less than a week, shot them over a weekend, and went into post. We hired an illustrator to create personal fonts for each talent to make the MOVE in I MOVE ME personal.
I MOVE ME is inspiration from within. You don't move to be a champion. You move for your reasons, and yours alone.
launching across london.
We plastered London 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. Just move. Because when you do, you find your joy.
