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ASICS Launches Localised 'I Move Me' Campaign with Cricket Australia via Infinity Squared

Integrated campaign serves to ignite passion with all Aussies, urging them to show their support by purchasing the official Cricket Australia merchandise

ASICS Launches Localised 'I Move Me' Campaign with Cricket Australia via Infinity Squared

ASICS Oceania has launched a localised adaptation of the new "I Move Me" global brand proposition via Infinity Squared, to activate its partnership with Cricket Australia in the lead up to this Summer's Men's and Women's Ashes Series.
The new brand positioning sees a departure from category norms of elite athlete focus, to championing everyday active people leading a healthy, positive and balanced life.

Says Tom Phillips, managing director, Infinity Squared: "Celebrating the game's infectious moments as part of the Australian way of life, from Test Match to Grassroots, was key to supporting the brand's shift in focus."
The hero film and digital films feature passionate members of the Australian cricket community as well as cameos from Australian Test opener, David Warner and strike bowler Holly Ferling.
In support of the TVC film, a suite of highly targeted video, still and cinemagraph assets have been created to drive different priority messaging and to ensure the effectiveness of the sales component of the campaign.

Says Phillips: "Whilst the heavy lifting for the campaign is achieved in a hero film, it was equally important for us to deliver a full suite of assets to serve the ASICS conversion funnel using our Production Planning process." 
Says Sam Chew, general manager marketing, ASICS Oceania: "We love how the resulting work celebrates the positive impact of participating in sporting and fitness activities. The I Move Australia campaign aims to appeal to both core and non core cricket fans."

Marketing Manager: Peter Watkins

General Marketing Manager: Sam Chew

Advertiser: ASICS Oceania

Music and Sound

Original Composition: Rumble

Music Agency: Rumble


Editor: Brad Hurt

Print / OOH

Photographer: Zak Kaczmarek

Production Company

Production Manager: Callam Hanks

Production Director: Sarah Reynolds

Production Company: Infinity Squared

Producer: Mel Reardon

Executive Producer: Dave Jansen

DOP: Campbell Brown

Director: Phillip Sage