ASICS invites the world to ‘Feel the Uplift’ in latest product campaign via CHISEL

ASICS has launched a fully integrated campaign shot across three major global cities to push the ‘Celebration of Sport’ collection worldwide via Chisel.

 

The key motivator for ASICS this year is to uplift minds through the power of sport and this campaign realised this by identifying the shareability of uplifting moments post-exercise. The hero film and vignettes for ‘Feel The Uplift’ saw talented crews align in Sydney, London, and Tokyo to sew together stories of positive movement from around the globe.

The seasonal product campaign built upon the universal camaraderie of sport, with the hero film and vignettes celebrating real-world people sharing uplifting moments. The visual concept and design approach incorporated explosive confetti-inspired celebrations, admiring sport and movement for the way it makes us feel and how it connects us.

The Celebration of Sport collection has been launched across all regions globally and includes hero film and TVC, dynamic short-form vignettes, print, and out-of-home executions, and integrated in-store activations across hero locations such as Tokyo and London.

CLIENT: ASICS
CATEGORY PERFORMANCE RUNNING, GLOBAL MARKETING: Masaki Sekine, Sam Chew
AGENCY: Chisel
GENERAL MANAGER: Isabelle Seeto
CREATIVE DIRECTORS: Zak Kaczmarek & Pat Sidoti
SENIOR ART DIRECTOR: Mike Witcombe
PRODUCTION: MILKMONEY
MANAGING DIRECTOR: Matt Taylor
DIRECTOR: Ethan McLean
HEAD OF PRODUCTION: Carrie Williams
SENIOR PRODUCER: Emma Whitehouse
POST PRODUCTION: Chisel