Brief:

Promote Asics through GEL technology's 30 anniversary. A shoe cushioning technology known to protect 30 feet raw egg drop test. They wanted to change their image of serious runner's brand to more all around sports fashionista including women. Asics also does not have a character as a brand.

Challenge:

- To update the ASICS image, largely unknown outside Japan,while staying respectful to its heritage.

- To bring a hip new feel to its staid internal culture.

- To promote ASICS to young teens and women as well as the existing sports shoe user base.

- To evoke the benefits of GEL technology without laboring the technology.

- 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.