The creative idea is a short, 15 second online film that captures two kinds of athletes. One is someone determined to get better, and the other is someone who’d rather go out all night and party. The video heroes the athlete who’s making the hard choice of not drinking with friends in order to go for his night run.

We posted our video in places where people post party pics, videos and stories. Facebook groups, blogs, YouTube and Twitter accounts that celebrate the life of the parties, posts, videos, etc. And we showed them the true athlete – one who isn’t concerned with parties and “pics or it didn’t happen” culture at all, but instead just wants to get better. He’s the one who “wants it more.”

With zero in paid media, the videos have garnered over 3.2 million organic views on YouTube alone and a reach of 2.5 million people in the first month of the campaign.

Watch any sport, and you'll often hear the commentator say, "They just wanted it more.” It’s because ability will only take you so far. Ambition and dedication are the key ingredients. If you really want to be an athlete, you'll make choices that make no sense to most people. So we took the choices that most people make online when it comes to working out, and flipped it as the enemy of the true athlete. In this case, the all night party.

Asics wanted to take their new global campaign “WANT IT MORE” into social media. The campaign is all about making the hard choices athletes have to make if they want to achieve their goals. So we targeted one of the most common kinds of posts in social media – the party post. We wanted to start a conversation around an act that’s all too common place online, and have athletes question what they want more: an all night party, or their goal?