2010 ASICS Global Advertising Campaign - "The Cleansing Power of Sport"
ASICS is an athletic footwear company based in Kobe, Japan. Founder, Mr. Kihachiro Onitsuka, chose the name ASICS based on a famous Latin phrase "Anima Sana In Corpore Sano", which when translated expresses the ancient ideal of "A Sound Mind in a Sound Body." ASICS was founded on the belief that the best way to create a healthy and happy lifestyle is to promote total health and fitness.
The ASICS tagline, "Sound Mind, Sound Body" aims to inspire people to achieve a healthy balance in life through sport. Creatively, we looked at the act of running as a way to cleanse the mind and body of pollutants such as stress, insecurity or pent up aggression. A runner passing through walls of water is a symbolic metaphor for the purification that occurs during a run, a baptism if you will.
Project: 2010 Global Advertising Campaign
Executive Creative Director: John Vitro
Creative Director: Kent Thayer
Design Director: Mike Brower
ACD/Art DIrector: David Alan Reyes
ACD/Copywriter: Elliott Allen
Agency Producer: Mickey Strider
Film Director: Bruno Aveillan
Film Production: Believe Media (Quad)
CGI & Post-Production: WIZZ
Music & Sound Design: Human Worldwide