TOO MANY RUNNERS. NOT ENOUGH GIRLS
| Title | TOO MANY RUNNERS. NOT ENOUGH GIRLS |
| Brand | ASICS |
| Product / Service | GEL TECHNOLOGY IN SHOES |
| Category | D01. Social Video |
| Entrant | INTERBRAND Tokyo, JAPAN |
| Idea Creation | INTERBRAND Tokyo, JAPAN |
| Media | INTERBRAND Tokyo, JAPAN |
| PR | INTERBRAND Tokyo, JAPAN |
| Production | INTERBRAND Tokyo, JAPAN |
Credits
| Name | Company | Position |
|---|---|---|
| Koichi Fujimura | Interbrand | Art Director |
| William Woduschegg | Interbrand Japan, Inc. | Chief Creative Officer - Japan |
The Campaign
Concept: - ASICS shoes are invincible. - ASICS shoes are the only thing you can count on. - ASICS shoes are the start of something surprising.
Creative Execution
- Timed the launch of the film with the Tokyo Marathon 2016, Feb 25th expo. - 3 teasers were ran with 15sec short version for the SNS. - Actual film was 30sec imbedded in Facebook, Youtube and the campaign website which was extremely effective to tie the Expo event and SNS, to the campaign. - Worldwide audience who gathered at the Marathon eventually became a global hit.
Japan Alone 300K+ Views in 7days 32K + Views in 7days 770K+ Reach 2.4K Likes
Solution: Online viral video distributed through all major social networking sites. Japanese manga-style graphics, merged with real life action, to suggest cool Japan culture. Theme, impact, and attitude more important than language.
Links
Website URL | Social Media URL | Social Media URL | Social Media URL