agency: Saatchi + Saatchi
CDs: Dwayne Koh, Karl Dunn
Copywriters: Tess Maguire, Amanda Miller
This year, ASICS came to Saatchi LA to launch a new global platform. We spent months brainstorming new taglines before our wonderful CD Karl, landed on I MOVE ME. Once it was sold, we were tasked with bringing it to life via 200 OOH placements all over London, along with seven social videos -- all within a tiny budget and only 2 months turnaround time.
These pieces told the story of 7 very different individuals who attribute movement to giving them a life. They range from the first trans woman to try out for the WNBA and a hopelessly positive paraplegic, to a homeless former woman who found community through volleyball and a kid who just likes to skate. The result was a campaign that was very different for a formerly conservitive brand