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Saatchi & Saatchi Takes ASICS To Its Core Values
Manuela Walfenzao| 28 de septiembre de 2017
Saatchi & Saatchi desarrolló el nuevo lema global, I Move Me
The sports performance brand, ASICS named Saatchi & Saatchi its global Creative Agency of Record, servicing primarily out of the agency’s Los Angeles and Tokyo offices. Marking the beginning of this new partnership, this month they launched the first spot Wake Up, developing a new global tagline, I MOVE ME. This phrase is inspired by the nearly 70-year-old philosophy that sits at the core of the company’s, Anima Sana in Corpore Sano (ASICS), which is Latin for ‘A Sound Mind in a Sound Body.’ “When we started developing the creative for ASICS we wanted to do something that would make the brand stand on its own” said Karl Dunn, Director of Brand Innovation at Saatchi & Saatchi Los Angeles. “We mined through the ethos of the ASICS founder Kihachiro Onitsuka and realized the message – ‘A Sound Mind in a Sound Body’ – that had originally been intended to resonate with a post-war Japan – was deeply relevant globally. It’s about recognizing that each individual holds the keys to getting the more out of life – when you move your body, you move your mind and unlock your potential.” The shift also includes connecting with the modern consumer who is less invested in celebrity endorsements and more in building their own definitions of happiness. “In Saatchi & Saatchi, we have found an outstanding creative and strategic partner to help define this message, inspire more people to embrace a physically active lifestyle and carry ASICS into the future” said Paul Miles, Senior General Manager, Global Marketing Division at ASICS Corporation. The first spot features an array of styles and sporting activities that highlight the fashion-forward design and superb functionality of ASICS shoes and apparel, through the use of music, lighting, and location.
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