180 Amsterdam's New ASICS Campaign is a Bold Open Letter to Athletes
Sport performance brand ASICS today unveils the new global platform ‘WANT IT MORE’. Focusing on how far athletes across all sports - and of all ages - will go to reach their goal, the campaign is designed to support ASICS’ global strategy to expand its footprint beyond running and reach a wider, younger audience.
Conceived by 180 Amsterdam, the 60-second TVC at the heart of the campaign features real athletes pushing themselves - sweat, heavy-breathing and all - along with the open letter rallying call: ‘WANT IT MORE’. The campaign invites the community of professional and amateur athletes to come together through their shared dedication to achieve their goals. Do they ‘WANT IT MORE’ than sleep, perfect hair, all night parties and cake? The global campaign breaks from 18th February 2016, with print, outdoor, online, social, sponsored events and in-store executions going live from this month.
180 Amsterdam was tasked with tapping into the heart and soul of the ASICS brand. In the future the business will be run out of both 180 offices (LA and Amsterdam). As the preferred choice of performance driven athletes, ASICS stands alone among its competitors in its commitment to youth, and hope, through sport. For over 60 years, the company’s singular focus of new product development and technological innovation has been to support athletes’ tireless pursuit of improvement.
ASICS has been increasingly growing as a multi-sport brand over recent years, while always dominating the running category and this campaign realizes the business’s ambition to be a leading sports performance brand for a wide range of different disciplines.
The TVC was shot on location, on a variety of different sports pitches and workout floors around the world, giving the viewer the feeling of being up close and personal with the athletes on screen. It was directed by Academy award-nominated, feature- and documentary-maker Henry Alex Rubin (Smuggler) whose ability to be ‘inside the ropes’ of sport were key in creating storytelling that felt authentic and visceral.
Paul Miles, Senior General Manager, Global Brand Marketing Division, ASICS Corporation, comments, “With this campaign, ASICS aims to inspire and motivate athletes to reach their goals. We know success in sport comes from the human pursuit to take performance to a whole new level. Through this effort, ASICS celebrates the passion that connects professionals with everyday warriors, and shares that spirit across the world.”
Al Moseley, President and Chief Creative Officer, 180 Amsterdam adds: “This epic new campaign represents a bold step forward for ASICS. The brand’s dedication to athletes is famous and the challenge for 180 Amsterdam was to bring this spirit to life in a way that felt distinctly right for ASICS and would appeal to a wider, younger audience.”
Copywriter: Joe Craig
Art Director: Tony Bartolucci
Executive Creative Director: Dan Treichel, Dave Canning
Planner: Ben Armistead
Producer: Bethany Papenbrock
Creative Agency: 180 Amsterdam
Production Assistant: Davide Janssen
Business Affairs: Akvilina Jaskunaite
Account Management: Jim O'Regan
Edit Assistant: Jake Armstrong
Edit Company: Marshall Street Editors
Editor: Spencer Ferst
Producer: SJ O'Mara
Post Production / VFX
Colourist: Jean Clemant
Post Production House: MPC Amsterdam
Director: Henry Alex Rubin
DOP: Ken Seng
Executive Producer: Chris Barett
Producer: Ben Link
Production Company: Smuggler / Gatehouse
Category: Outdoor equipment , Sports and leisure
Genre: Action , Dialogue