agency: Saatchi + Saatchi
CDs: Dwayne Koh, Karl Dunn
Copywriters: Tess Maguire, Amanda Miller. Design Director: Adriel Nunes
In 2017, ASICS came to Saatchi LA to launch their new global platform. It was a huge opportunity that every creative in the building was eager to tackle. We spent months brainstorming new taglines before we landed on I MOVE ME. Once the tagline was sold through, we were tasked with bringing it to life via 200 OOH placements all over London, along with seven social videos – all within a fairly small budget and only 2 months turnaround time.
These pieces told the story of 7 very different individuals who attribute movement to giving them LIFE. They range from the first trans woman to try out for the WNBA and a wonderfully positive paraplegic man who is now a high school teacher, to a former homeless woman who found community through volleyball. The result was a campaign that was very different from anything ASICS, a formerly conservitive brand, had ever done before.